3 Aug 18

Marketing is everything he marketing affects all processes of a company and this is what we must convey in our own company, explains Kotler. Marketing decisions affect customers, the members of the company and the external partners. And thus, together, you should get to build strategies. It is important to take into account these elements at the time of working strategies of centralization on the client. One of the critical phases in this process is to know customer (or segments one by one) in such a way that our Organization will design offers in accordance with the needs of the client. It is precisely the same Kotler who promotes the concept of the change of the 4 famous Ps of the Marketing Mix (product, price, place and promotion) to the 4Cs (customer, cost, convenience and communication). This is an approach to clear the change of culture of centralziacion in product towards centralization on the client.

In this regard, this is what it says Kotler: the four Ps of the marketing mix are still a useful marketing planning organizational framework. Not There is nothing wrong with adding a few Ps in order to place more emphasis, as for example, packaging, people (people), policy and management of the public opinion. However, the companies would gain much if they translated the four Ps to the four Cs, departing from a point of view based on the customer instead of which is based on the seller. The product becomes the value for the customer, the price becomes the cost to the customer; the distribution becomes comfort/convenience for the customer; and communication becomes a community of customers. The buyer wants value for elcliente, lower total costs, communication more honored and more comfort. Obviously a more focused marketing on the client may be what helps the companies to gain competitiveness in the short and medium term.


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