What company does not do well putting the 4Cs into practiceS

What company does not do well putting the 4Cs into practice?

Solution

The 4 Cs of marketing mix are Consumer wants and needs; Cost to satisfy; Convenience to buy and Communications. (Luterborn 1990)

Luterborn Suggested Consumer wants and need as what a company is making but the consumer doesn’t want. A very good example of such company is “Nokia”, where it is producing /making lots of product but fails to cater the consumer needs and want.

He explained the second C, Cost to satisfy on the basis of price was irrelevant and so many other factors were also involved. The best example is commodity goods such as non-branded purchase from supermarket where buyer are forcing down the price they pay to their suppliers.

Cost to satisfy sounds more for the premium brand ‘Apple’, they have different price pf their product at different locations.

The third C is Convenience to buy is focused on access of the product the consumer .its an interesting concept as we are living in 24*7 world. The concept of shopping from 9 to 5 pm have almost gone, where you would had to wait for shop opening time,and had to rush before it close .today it’s the trend of online marketing where the supplier are selling their products without the interventions of middle man at lower cost/price to consumer and that’s not restricted to time limit.

And the last C of marketing mix according to luterborn is Communication. Luterborn stated promotional as manipulated and described it as one way system with communication pushed from company to consumer. He viewed communication as dialogue, a two way communication between company and customers.