Media Ignite is a full service design, development, and marketing company based in Ottawa, Ontario, Canada.

The 4 Ps & Cs of Marketing

Posted: June 13th, 2011 | Author: Jason Fournier | Filed under: Marketing | No Comments »

It’s said that there are the 4 P’s in the Marketing Mix.  These 4 elements mix together to comprise your value proposition to the world.  The P’s are [1]:

  1. Product
  2. Price
  3. Place
  4. Promotion

Traditionally, the 4 P’s refer more to tangible product but they’re still very much relevant in today’s economy.  In the mid 1990′s a gentleman by the name of Robert F. Lauterborn proposed the 4 C’s of Marketing.  The C’s, which build upon the P’s, are argued to better reflect niche marketing activities as opposed to large scale activities.  Think small design firm in Canada vs. Ford Automobiles.  The 4 C’s are:

  1. Consumer
  2. Cost
  3. Convenience
  4. Communication

This model speaks volume to me as the owner of design firm who caters to small to medium-sized businesses looking to help build brand differentiation on the web.  In the coming weeks I will review and discuss each C in the context of a digital presence and see how the model can help bring your value to the world.

Stay tuned!



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