Integrated marketing communications challenges business to confront a fundamental dilemma in todays marketingthe fact that mass media advertising, by itself, no longer works. Knight professor of advertising in the school of journalism and mass communication at university of north carolina at chapel hill, a distinguished chair made possible by a milliondollar grant from the knight foundation to improve the teaching of advertising. The traditional marketing mix is a 4 ps model and is business oriented. Pages 16 ratings 100% 1 1 out of 1 people found this document helpful. The model allows ergs to assess their current health, impact and effectiveness. The 4c model provides a multidimensional perspective on erg effectiveness. The 4s marketing model was created for ebusiness environment 10. The growth of niche marketing and the 4c s was instead a better fit, taking into account the wants and needs of consumers. Ka 4p mudeli looja mccarthy pooldas 4p mudeli 4c mudeliga asendamist. Identify factors affecting the increase of users of the.
Lauterborn created a second four cs model, which includes consumer, cost, convenience and communication. These 4ps are product, price, place, and promotion. The term marketing mix is a foundation model for businesses, historically centered around product, price, place, and promotion also known as the 4 ps. Therefore, in the following section, discussions regarding the transformation form mccarthys 4ps into lauterborn s 4c s. Among the different critics and models oped, the lauterborn s formula, devel well known as 4cs, is considered to be and can be used whesimpler n deciding on marketing issues. Assessing erg performance diversity best practices. You can only sell what someone specifically wants to buy. Lauterborn is the author of the new marketing paradigm 3. Lauterborn, robert, 1869publication date 1896 topics diatoms publisher leipzig, w.
The article expounds the inevitability of university library service marketing under the. However, just like the traditional marketing mix, it can also be used for mass markets. A study on service marketing of university libraries in. As the technical support and communication platform, new media plays a critical role in the construction and service of digital libraries. Two cases of primary plastid endosymbiosis are known. Once a business has segmented its marketing and identified the target audience, the next stage is to position the business. Cost according to lauterborn, price is not the only cost incurred when purchasing a product. The 4cs clarity, credibility, consistency, competitiveness is most often used in marketing communications and was created by david jobber and john fahy in their book foundations of marketing 2009. Constantinides, 2006 to improve the 4p theory, robert lauterborn. Furthermore, its customerorientation is its main characteristic and based on the constantinidess 2002 suggestions that in the internet era, the customer is the focal aspect. Robert lauterborn 18691952 and his paulinella chromatophora michael melkoniana,1and dieter mollenhauerb abotanisches institut, lehrstuhl i, universita. Jerome mccarthy1964 proposed a fourelement framework, which is a produceroriented model, including products, price, promotion and place. Understanding the 4cs of the marketing mix cleverism. Lauterborn s 4 cs introducing lauterborn s 4cs a variant on the 4ps planning models can be useful ways to structure your thinking when creating marketing plans.
Another marketing mix approach is lauterborn s 4cs, which presents the elements of the marketing mix from the buyers, rather than the sellers, perspective. Marketing mix 4c robert lauterborn, a shift paradigm. Sarnaselt 4p mudelile arendati 4c mudelist kiiresti 7c mudel, lisades. The marketing mix of jerome mccarthys version and borden which contains 4p is more impressed by the point of view of the manufacturer or marketer. In the age of internet time, the 4 c s is also facing some dilemma and a new marketing tool of 4 vs is being. The 4 c s model of marketing is more consumers oriented because of its focus on consumers, but it is mainly used for niche marketing. Bill lauterborn 18791965, american baseball player. The 4ps of marketing mix or the seller oriented marketing theory was claimed to be dead in 1990 by mr. Offenbach lauterborn, a borough of offenbach am main, germany. Market scientist robert lauterborn proposed a 4c as school macquarie.
Professor lauterborn is widely recognized as an influential figure in the study of advertising. Once the differentiation of approaches are outlined it becomes clear that, when it comes to marketing your school, the 4c s marketing mix is a better fit for you and what you are trying to achieve. Now you need to lure em one by one, with something each particularly wants. The model measures the impact and effectiveness of an erg on 4 key holistic elements. Robert lustigs new book hacking of the american mind. The marketing mix debunked firstly, take a look at the image below to understand what makes up the marketing mix. It is made up of customer needs and wants the equivalent of product, cost price, convenience place and communication promotion.
To stay in the market for long and to find a position in customers minds, you have to think like customers and form strategies which benefit both the parties. This is why robert lauterborn suggests that marketers think in terms of the. Robert lauterborn 23 october 1869 11 september 1952 was a german botanist, limnologist and protozoologist lauterborn was born in ludwigshafen where his father was a publisher. The 4cs are prominently featured as a way to achieve lasting happiness in dr. With the publication of the book integrated marketing communications in 1993, robert f. The 4c s marketing concept focuses on niche marketing unlike mass marketing which was propagated by the 4ps. In 1990, thirty years after 4ps mccarthy, robert lauterborn offered another version of the marketing mix 4c that emphasized the consumers perspective. It is not a basic part of the marketing mix definition, but rather an extension. Lauterborn, a professor at the university of north carolina, has proposed 4cs. Americas corporate consumption complex has deliberately confused us to believe pleasure and happiness as the same. Thus the marketing mix refers to four broad levels of marketing decision.
The 4 c s model of marketing on the other hand is more consumer oriented. An alternate marketing mix traditionally, the marketing mix is a combination of 4ps and is more business oriented. This landmark book reveals that strategies long used to deliver selling messages to a mass culture through a single medium are now obsoleteand shows marketers how to get back on track. Robert lauterborn 18691952, german botanist, limnologist and protozoologist. In this article, we will look at 1 an alternate marketing mix, 2 the 4c s explained, 3 using the 4c model, and 4 an example of the 4c s. Astan quds razavi based on the marketing mix 4c maryam, javanmard msc. A comparative study on marketing mix models for digital. Holistic marketing concept 2 integrated marketing it is a comprehensive plan that communicates and delivers the intended value to chosen customers a set of coordinated cross functional activities a unity of purpose traditional approach mccarthy 4ps robert lauterborn 4c s. The marketing mix has been defined as the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. His mother died when he was two and he was taken care of by his aunt pauline while his father married his mothers sister. Bob lauterborn, who asserted the use of 4c s of marketing over the retired 4ps. The image above is a simplistic diagram of the elements that.