Mark Market Marketing : March 2014

Monday, March 10, 2014

4 P’s to 7 P’s Social Media

http://www.forbes.com/sites/netapp/2013/11/13/the-new-4p-of-social/
http://www.forbes.com/sites/work-in-progress/2013/09/03/7-ps-of-social-media-marketing-that-drive-results/

SAVE Instead of 4 P’s

http://www.type2consulting.com/save/
Quotes
https://www.helpscout.net/blog/new-4ps-of-marketing/
Article
http://www.academia.edu/3834304/FROM_4PS_TO_SAVE_A_THEORITICAL_ANALYSIS_OF_VARIOUS_MARKETING_MIX_MODELS

Other Replacements
http://davemorse.net/2009/01/18/the-new-four-ps-of-marketing/
http://designerrobrusso.com/4-ps-of-marketing-redefined/

Saturday, March 8, 2014

McCarthy's (1960) marketing mix consists of Product, Price,Place and Promotion (4)
Magrath proposed another 3 more Ps to meet needs in service-based industries - People, Physical evidence and Process (3)
Kotler (1984:1986) added (Version 1) (2)

Public relations and
Political Power

Weingand added :
(Version 2)

Prelude : to underscore necessary effort to plan things well ahead of actions;
Postlude: to highlight the need to measure and analyze results after the fact.

Y.S.Chin believes Packaging should be considered another P in the marketing mix (1)

http://www.extension.iastate.edu/NR/rdonlyres/458279F5-112D-4B5F-AC85-F95C06BC64FA/75277/The_Ten_Ps_of_Tourism_Marketing.pdf

The 10Ps

Positioning

Positioning has three aims:

Claiming a distinctive niche in the marketplace
Making your website distinctive from the many millions of other websites
Supporting your overall marketing and business objectives.

How can you achieve these aims in practice?

Be clear about your target customers or potential customers
Decide what you are best at doing in the overall online supply chain e.g. are you a creator, a connector, a portal or an online shop?
Articulate what makes you distinctive - your USP (Unique Selling Proposition)
Reflect your positioning in the design of your website
Constantly review your positioning and how your site's positioning is perceived.

Packaging

Online packages come in a wide variety of forms, from face-to-face consulting assignments to information packaged in documents or databases. Or it may be simply a promotional package that describes a physical product. The main aim of packaging is to make it easier to sell and distribute with minimal marketing costs. Three considerations are important:

Determining what to offer online, and what to offer as an added service e.g. via person-to-person dialogue
How to convey to the prospective buyer the value of knowledge in your product or service
How to match what you have with what the customer wants, yet minimize the extra costs of customization.

Achieving these requires a degree of online development. For information and knowledge products one challenge is determining how much to codify. Greater codification means lower reproduction costs, whereas a higher personal knowledge component that can be tailored to a customer's individual needs can command higher prices. Whatever the level of codification, give due attention to the product 'wrapper'. This is where you explain clearly what'd in the package, and also, where practicable, allows the potential buyer to sample it.

Portals

Don't be bemused by the rush into portals. The concept is simple - a one-stop shop for information. The practice, however, is a little trickier. A good portal has structured and unstructured knowledge (content and communities), news and reference material, indexes, navigation tools and search facilities, personalization tools and various in-built applications. personal utilities. Only a few websites can achieve portal status - even if it is for a specialized profession or industry- specific portal. For most organizations, developing an internal enterprise portal is a a major change in itself - and it is not simply a matter of technology but the whole knowledge management infrastructure that lies on top of it. Because portal sites are generally the most highly visited websites, marketers need to consider these two important questions:

Are there already established portals for your target markets? If so, what sort of alliances should you develop with portal owners to ensure your visibility?
If no such portal exists, does it make sense to create one, either by yourself or with industry partners - some of whom you may regard as competitors?

Pathways

Visitors beat a path to your site from many directions. Your aim should be to create as many pathways as possible. Some of the techniques for doing this are:

Ensure you are listed in the main directories and portals used by your target audience
Make good use of META keyword and other tags to ensure that you come as high as possible in search engine results - visit Search Engine Watch for some tips on how to do this.
Negotiate mutual links with related websites
Consider advertising or affiliation programmes - where you pay other sites for referrals
Be prominent in communities and other resource sites covering your topic area.

In general, there is no need to pay high amounts for advertisements or placements. If you have helpful editorial content, any number of sites are willing to take it to boost their own credibility, and you get a free hotlink into the bargain. Finally, don't forget to publicize your URL in other publicity material - both online and offline. Having a memorable URL also helps!

Pages

This P is all about making a good impression with your visitors. Unfortunately, far too many websites put style over substance. Talk to any professional, and these are the typical things they look for in a website:

Compelling content - relevant to their needs, with links to additional resources
Quick to load - if there are important large images, small thumbnails are shown first
A good clean design - limited but effective use of graphics
Encourage interaction - perhaps through use of a drop-down list or through a short navigation or computational routine
Effective navigation - easy to move from on page to another
Guidance - steering the visitor to the most relevant pages

and perhaps a bit of intrigue, where tantalizingly one more click may uncover yet more valuable knowledge. The three basic areas that need attention are:

A Look 'n Feel appropriate for your target audience - it is helpful to think in terms of metaphors, such as a library, magazine, or personal assistant
An Information Architecture that groups information logically - this is where a good knowledge tree helps; and it must be user-centric, not according to the department or author who created the content
Navigation aids to help users find their way around quickly - While search engines are in vogue, a good site map - which at a glance shows what is available - is often more practical.

Personalization

Personalization comes in two flavours. First, is the ability for the user to personalize the layout of your home page, such as at MyYahoo! Second, and more widespread, is the serving of pages based on individual profiles or pattern of use of the site. This means that two different people clicking the same initial hyperlinks may be shown two different pages. While it takes expensive eCRM and other software to build fully personalized sites, your website should, as a very minimum, aim to address different classes of audience. For example, on this website, we have FAQs for managers, knowledge professionals,researchers and so on.

Like all technologies with possibilities, it is possible to get so overwhelmed with personalization, that if a visitor does not fit a given profile, then they get shown no pages at all! In fact, you can offer a level of personalization without going overboard on technology e.g.:

Using 'cookies' to distinguish first time and returning visitors
Targeting offers to particular groups
Giving users access to their own account information or specific password protected areas
Using different email lists to send messages to different market segments
Engaging in a personal email dialogue!

And remember, once you enter the realms of personalization, you are wading through the hazardous waters of personal privacy protection, where laws are becoming stricter all the time.

Progression

Progression is the art of guiding a user from free information through to paid-for goods and services. Unless you are providing a public service or using your website purely for promotional purposes, at some stage you want visitors to turn into paying customers. Take a look at your product portfolio. Do you have free products or samples? What can you sell for $10, $100, $ 1000 and so on? At each stage of progression give the customer value for money, convey your quality, and smooth the pathway to your premium offerings. A good progression in a knowledge-based business goes something like:

A free offering e.g. the 'lite' version of a software product
Something in return for disclosing information e.g. registering details to receive free monthly newsletter
A low cost item - but make sure you have an efficient and low cost online payment mechanism
Higher value items - here you must give the visitor confidence that they will get value for money; use samples, money-back guarantees
Premium items - most will require individual selling in which some one-to-one dialogue perhaps in the form a of a phone call.

Payments

Once abhorred by the big banks, payments over the Internet are now quite straightforward, thanks to the services provided by Payment Service Providers, and for small businesses, a growing number of shop hosting services. From a marketing perspective, you want to give your customer as much choice as possible, while at the same time making sure you get their funds! Here are a few practical considerations and questions to ask your service providers:

What is the point of sale for legal and tax purposes?
What currency should I transact in. How much will I lose on a foreign exchange transaction through bank charges?
If I send goods first, how do I know I will get paid, especially if it is a low value product and my buyer is in a foreign country?
How easy is it to set up my site for instant online credit card payments?
How secure are the transactions?
How long does it take for my account to be credited?
What is my liability for fraudulent transactions conducted at my website?

Processes

It may seem odd to put process as one of the 10Ps of the Internet marketing mix. After all, aren't business processes an integral part of the business, whereas marketing primarily involves with the customer interface? Yes, and that's the point. Marketing is concerned with the whole customer experience, and many websites let the customer down in the quality of that experience - before the sale, during the sale, and after the sale. Surveys have shown consumers abandoning shopping baskets half way through because of usability problems and of goods that are not being received when promised - if at all.

So, before you embark on a major Internet marketing effort, make sure that you can deliver what you promise. Broken promises and lost customers are much more costly to your business, than not even making the offer in the first place.

Performance

This is the bottom line! Unless your website delivers performance, you are wasting your time. This P addresses performance for the customer in terms of online experience and satisfaction; and performance for your business in terms of service delivered and revenue and profit results. As we know, far too many dot.com companies have failed on both counts.

Performance measurement systems (such as the Balanced Business Scorecard or the European Foundation for Quality Management model) are increasingly used to drive a business forward. But an online business is slightly different:

It has more intangibles (e.g. intellectual capital)
The pace of change is such that any long-term comparisons may be difficult
There are complex causal links between inputs and outputs
Different indicators need to be monitored than those with which managers may already be familiar
New methods of data collection are possible (e.g. online surveys and statistics)
Your performance is dependent on the performance levels of others e.g. ISPs, PTTs, software suppliers.

However, these are differences in detail. What remains fundamentally the same is that:

A good performance system can help you pinpoint problems and improve your business results
Improvement measures should be linked to goals, from organizational to individual
It is more important to collect the right information rather than that which is easiest to collect, i.e. it is better to be roughly right than precisely wrong!

Above all, the general approach is the same - clarifying objectives, developing indicators, initiating the system, data collection and analysis, initiating change.

http://www.skyrme.com/insights/29int10p.htm

Mind Map

https://www.google.com/search?site=imghp&tbm=isch&source=hp&biw=1280&bih=600&q=Marketing+mind+map
https://www.youtube.com/results?search_query=Marketing+Mix+mind+map

Mix

http://en.wikipedia.org/wiki/Market_mix

Site
https://www.themix.org/

Concept
https://www.commerce.uct.ac.za/Managementstudies/Courses/BUS2010S/2007/Nicole%20Frey/Assignments/Borden,%201984_The%20concept%20of%20marketing.pdf

Review

http://www.ccsenet.org/journal/index.php/ijms/article/viewFile/97/1552

Articles

http://articles.economictimes.indiatimes.com/keyword/marketing-mix

Tube

https://www.youtube.com/results?search_query=Marketing+Mix

Activity
http://myphumanities.zischina.com/business-studies/business-studies-semester-2/
http://business-blog.ashbournecollege.co.uk/unit-2-managing-a-business/marketing-the-competitive-environment/the-marketing-mix-4ps/
Quiz
http://tutor2u.net/business/quizzes/as/marketing_mix_introduction/quizmaker.htm
http://www.tutor2u.net/business/quiz/marketingmix20/quiz.html

http://www.proprofs.com/quiz-school/story.php?title=marketing-mix-quiz
http://media3.bournemouth.ac.uk/marketing/05mix/exercise.html
Worksheet
https://www.extension.purdue.edu/extmedia/EC/EC-730.pdf
https://www.learningseed.com/_guides/1237_Marketings_4_Ps_Guide.pdf

4P's to 4C's to 4 E's

There are multiple versions of the 4 ‘Cs’, from

Lauterborn’s Consumer, Cost, Communication and Convenience), to
Shimizu’s Commodity, Cost, Communication and Channel.

http://www.thefourpeas.co.uk/blog/4ps-of-marketing/

4Ps to 4Cs

http://prezi.com/ufyfnzbhibdq/copy-of-copy-of-4ps-and-4cs-of-marketing/

http://www.customfitonline.com/news/2012/10/19/4-cs-versus-the-4-ps-of-marketing/

Internet Marketing Mix ( New 4P’s to 4C’s)

http://mootee.typepad.com/innovation_playground/2007/07/wen-20-and-the-.html

Transaction vs Database Vs Interaction Vs Networking Marketing

http://www.emeraldinsight.com/content_images/fig/0800190603002.png

Mixy

http://www.mixymarketing.com/blog/

Market Forces Bearing on the Marketing Mix

Elements of the Marketing Mix of Manufacturers

Friday, March 7, 2014

Social

http://socialmarketing.blogs.com/
http://blog.social-marketing.com/
https://www.youtube.com/results?search_query=Social+Media+Marketing+

http://ecnmagazine.com/social-media-marketing/

7 C's
http://mattroyse.wordpress.com/2012/08/12/social-media-strategy/
http://rebekahradice.com/create-captivating-social-media-conversations/

http://www.timdavies.org.uk/2008/04/04/7-cs-social-media-participation/

11p's / 12p's / 13p's / 14p's / 15p's

http://www.losangeleswebdesign.com/services/internet-marketing-explained
4P's (Product Marketing Mix)
+
3P's (Service Marketing Mix)
+
4P's (Online / Internet Marketing Mix)

http://krishmarque.blogspot.in/2008/09/11-ps-of-marketing.html
http://www.prlog.org/11997217-robin-trehan-defines-the-11-ps-of-marketing.html

http://www.slideshare.net/ChiefBeeKeeper/the-12-ps
http://mrbangal.blogspot.in/2011/11/what-is-12-ps-to-starting-business.html

http://dioula.blogspot.in/2010/11/13-p-of-mix-marketing-international.html
http://channelinstincts.com/2013/05/13/the-4-ps-of-marketing-arent-enough-anymore/
http://www.londremarketing.com/documents/NinePs020202010.pdf

http://www.concentrate.co.nz/concentrating/technology-marketing/
http://www.pouch.com/robin-trehan-defines-the-14-ps-of-marketing/

+
4P's Vs 4C's (Social Media Marketing Mix)

Privacy,
Personal interest,
Personal networks and
Public commentary

https://www.privacyrights.org/social-networking-privacy-how-be-safe-secure-and-social

http://intern.internship-uk.com/modern-marketing-the-15-ps-of-marketing/
http://businesscoaching.typepad.com/the_business_coaching_blo/2010/02/-the-15-ps-of-marketing.html

Baumgartner (1991) gave the following 15 Ps.
1. Product/Service
2. Price
3. Promotion
4. Place
5. People
6. Politics
7. Public Relations
8. Probe
9. Partition
10. Prioritize
11. Position
12. Profit
13. Plan
14. Performance
15. Positive Implementation

Modern

http://www.modernmarketingpartners.com/blog/

Thursday, March 6, 2014

Review of E-Commerce marketing literature

Review of retail marketing literature

Review of services marketing literature

Review of consumer marketing theory literature

4 P’s to 7 P’s

http://susby.com/marketing/the-4-p-shift/

16 p's / 17 p's / 18 p's / 19 p's

http://akhileshmittal.blogspot.in/2009/11/16-ps-in-marketing-modern-concept.html
http://www.shellypalmer.com/2011/12/persona-the-16th-p-of-marketing/

For a businessman –

manufacturer or trader or retailer, he needs products (P-1),
needs a market place to meet & sell to customers -like office, bazaar or cyber space (P-2).
With a right price (P-3) and
well-planned promotion (P-4)
he wants to reach to all his customers- people (P-5) and
what he needs is a proper planning (P-6).
The purpose of any successful business is not just to sell products but to collect timely payment (P-7) and
to earn profit (P-8) and
if possible earn an extra praise too (P-9)-
that is to make name and fame both. Modern day marketing management provides a professional approach (P-10) and
emphasizes on strategies for positioning (P-11).
Brands whether for product, company or person are rated as more prestigious (P-12).
Members of your staff - call them internal customers, are also perks driven (P-13) and
the environment in the work place should be a pleasure to work (P-14)
for better performance (P-15) and
for both - the individual and company is very important. Like tangible investments in past, toady management looks forward to personnel skills (P-16) of people i.e. members of staff as a very important factor for
increasing business productivity (P-17).

http://www.chrmglobal.com/Replies/489/1/17-P's-drive-marketing-today.html
http://www.smetimes.in/smetimes/in-depth/2009/Sep/02/17-ps-for-todays-marketing10989.html

1: PURPOSE Why does your businessexist above and beyondmaking a profit?Research from Harvard andStanford indicates that the mostsuccessful companies, both inprofitability and longevity, are theones who recognize the absolutenecessity of profits as well as theequally high necessity of havinga purpose beyond shareholderwealth.

2: PEOPLE We are living in the‘People Power Age’.Never has it been moreimportant to over commit tothe needs and aspirations ofyour customers, love youremployees and take action tohelp improve the communitiesand societies in which youoperate.

3: POINT OF VIEW In a world of increasingcompetition and a lackof true differentiation thereal battle ground is inthe minds of yourcustomers.Having a strong point-of-viewabout the category and marketin which you operate andexercising this through ‘thoughtleadership’ programmes iscritical for both market leadersand challengers alike.

4: PROFITS What a company doeswith the profits it makes isequally important as howit makes them.Milton Friedman’s viewpopularised through the 70s torecent times was that the ultimatesocial responsibility of businesswas to generate profits for itsshareholders. He went further tosuggest any deviation from this byway of corporate philanthropywould eventually be a cost thatwould get born by the consumer.The reality today is that a new andmore compassionate Capitalism isemerging: one that gives equalemphasis to people, profits andplanet – the so-called ‘triplebottom line’.

5: PASSION One of the new areas ofbrand development is inthe field of implicitcommunications.Think of it like brand’ bodylanguage’ i.e. the non-verbalcues or signals you emit as abrand that your customers pickup on. Showing your passionand that of your employees byway of social responsibility andsustainability initiatives is agreat way to reflect the trueenergy and culture within acompany. This is a difficult onefor most brands to measure buthugely important for people‘looking in’ on your business.

6: PLANET The sustainability agendain many corporations hasbecome a huge factor intheir ongoing businessstrategy.Not many would argue that in thepast 50 years ‘big business’ hasdamaged the health of the world.One of the most exciting trends inbusiness today is how we goabout ‘unfu*king the planet’.Forward thinking corporations andbrands are concerned with trust,reputation and legacy not justprofit, profit, profit. Think beyondyour own balance sheet, what areyou doing to help repair theplanet?

7: PERFORMANCE We will always have coreeconomic indicators thatare often unique to certainsectors i.e. profit persquare foot for retailers orchurn figures for telecomvendors.The key change in recent times isto be more reflective on the realperformance indicators that drivebusiness success:1: How does your culture andemployee engagement levelsstimulate success?2: How does your sustainabilityagenda and beliefs help increasethe performance of your supplychain?3: How does being easy-to-dobusiness with drive loyalty?

8: PARTNERSHIPS Transparency of what youdo has never beengreater.For most companies their partnersand supply chain form an integralpart of their go-to-market strategy.We’ve seen in recent weeks theissue of contaminated horsemeatin frozen processed foods and theissue this has caused brands likeTesco, Burger King and Ikea.Your partnership strategy,especially for brands that sell‘indirect’ can have a massiveimpact on the reputation of yourbrand. The key is to work withpartners and suppliers that shareyour purpose and beliefs in thehope that together you can bebetter!

9: PARTICIPATION Another great buzz wordof the social era but onethat probably deserves allthe hype it gets.It’s not rocket science tounderstand the positive impact thatcan be achieved by allowing yourcustomers and employees toparticipate more in the running ofyour business. From a customerperspective brands like Starbuckshave seen huge WINS with theirMy Starbucks idea web site and ona corporate level companies likeJive Software are allowing largecorporations to tap into the vastintellectual capital of theiremployees by creating enterpriseplatforms to facilitate this.

10: PROMISE One of the less fashionableaspects of branding thesedays seems to be the humble‘brand promise’.Making them is easy, keeping them isthe hard part. In periods of marketinstability with pressures on costsand high staff turnover a brandspromise can often be the first thingto suffer. Your promise however iscentral to everything you do andshould be informed from yourpurpose and vision. It must be clear,compelling, concise and credible. Itneeds to act as a rallying call to allyour employees and a lighthouse toyour customers. Most importantly itneeds to flow from your CEO to everytouch point of your business.

11: PRIDE We talk a lot these daysabout trust, integrity andauthenticity as desiredoutcomes that all brandsgravitate towards.However, in order to get there havingpride in what we do is a keyingredient. The only way to give abrand pride is to infuse it through allemployees and your supply chainpartners. Pride is another greatexample of a powerful brand signal.Pride is a by-product of having astrong purpose, a greatproduct/service/solution andempowering people to make adifference in their day jobs.

12: PLAN Sounds like an obvious onedoesn’t it. The importance ofa flexible and fluid plan thatguides rather than stifles is akey requirement in business.A 10 year plan, a 5year plan, a 1 yearplan – there is no one size fits all planthat’s for sure. The key thing is thatplanning adds rigour and discipline tothe process of setting your businesson a course for success and moreimportantly helping you navigateyour way there.

13: PRODUCT One of the original Four Ps.Your product is at the core ofwhat you do.Modern marketing tells us that theold world, product-centric approachneeds to be refreshed with a morecustomer experience centricapproach. Today we need toconsider the notion of the ‘wholeproduct’ and not just the physicaland often functional side of what wedo. By wrapping a unique set ofservices, tools and experiencesaround our core product we canoften transform it into somethingmore compelling and unique.

14: PRICE Here’s a biggy. Pricedetermines profit so it’s ofinterest to every businessperson.How companies and brands price,bundle and discount products andservices is a hugely complex area.Mobile phone vendors are notoriousfor having multiple skews and tariffswhich make it impossible to work outthe best deal. In recent timesthrough the rise of Smartphones,cashback, codes and voucher brandslike Quidco and Vouchercloud haveemerged which adds another layer ofcomplexity to brand driven pricing.What’s vitally important in this multi-channel world is to make sure yourpricing is simple and consistent.

15: PLACE From eBay to pop-upshops, bricks and mortarto online, mobile apps toFacebook, TV totelephone, franchising todirect selling.The channels and places that wecan buy from are vast andgrowing. Managing this complexityof touch points is one of thebiggest headaches facingbusiness today. Choose yourchannels and places wisely; theyhave a huge impact on brandreputation and customerexperience.

16: PROMOTION We are all well versed in thetraditional marketingchannels from packaging toadvertising, sales promotionto PR.We’re all learning to blend these withthe emergence of social media,content and mobile marketing as wellas becoming Chief Data Officersalong the way. The critical factormoving forward is to build a crediblebrand platform first. Focus on shiftingfrom a push to a pull basedcommunications strategy and workheard to earn your customersattention rather than simply buy it.

17: PHYSICAL EVIDENCE This is an interesting onebecause it forces us to thinkin more detail about thephysical artefacts, materialsand components that reflectthe brand experience we aretrying to create.For example: storefronts andmerchandising, uniforms andsignage take a great deal ofthought in traditional retailenvironments but equallyemployers are now looking at howthese same aspects lendthemselves to creating betterworking environments as well.

18: PROCESS Most organisations today arethe result of a complex webof business processes thathave been fine-tuned overthe years to form theoperational side of abusiness.This can include everything fromrecruitment to suppliermanagement, online ordering tocustomer service. With the advent ofnew technologies into the marketingdepartment such as emailmanagement, web site management,social media analytics and such likemore and more processes are beingcreated. In my view the challenge formarketers is to re-invent and re-imagine the processes that havemost impact on their business.

http://www.slideshare.net/PaulCash2/the-18-ps-of-inbound-marketing

DeMarketing / Strategy / Social View

Efforts aimed at Reducing the demand for a product which
(1) a firm cannot supply in large-enough quantities, or
(2) does not want to supply in a certain region
where the high costs of distribution or promotion allow only a too little profit margin.

Common demarketing strategies include
{1)higher prices,
{2}scaled-down advertising, and
(3)product redesign.

http://www.indianmba.com/Faculty_Column/FC21/fc21.html

4 S's

Medical

http://www.medicalmarketingblog.com/

Tools

http://www.dwsassociates.com/marketing-tools/

Wednesday, March 5, 2014

Mobile

http://mobileencylopedia.blogspot.com/

4 P’s to 4 C’s to 4 V’s

Product vs. Consumer vs. Validity.

The old Product approach is to develop and produce a product as good as possible to market and make sales. The Consumer approach is to study consumer wants and needs, and to manufacture products in response to those needs. Validity discover that product with great consumer needs may not be valid and need to be addressed. We have recently cases of product with great consumer demand such as toys and foods from China that needed to be moved out from the shelves due to high risk nature of the products.

Marketing should not only consider the wants and needs of the consumers, but also other product factors of safety, environment, and social issues, viz. Validity. Many internet products may be of great demand to consumers but should not be marketed to due to age inappropriateness, to cite an example.

Price vs. Cost vs. Value

Price charged to consumer is no longer a sufficient marketing parameter for it is only one part of consumer cost. If we sell product on e-bay, for example, we have to consider the cost of currency exchange lost and exchange risk to the client. Hence, a co-net work of Paypal was created to lower consumer buying cost. Or driving to eat a bowl of noodles would incur additional driving cost, etc.

Value marketing go one step further to advocate that lowest price and considerate cost are not sufficient in today's marketing solution. As more people are getting higher up in their standard of living, people are more product and cost conscience of what they eat, what they wear, what they drive, etc. Value is more than just the price or the cost.

Place vs. Convenience vs. Venue

The whole Thai centuries old retail market is almost totally wiped out in a short time span of 3-4 years because of the shift of marketing from Place to Convenience. A distribution channel of providing just a place to buy is longer competitive. The convenience stores such as the ubiquitous 7-Eleven or giant super stores like Tesco, Big-C, have seized the retails sale by providing conveniences of all kind to customers.

Convenience needs to take one step higher up to the Venue level. Venue is not only providing place for clients to come. It is sales to your home. You can really shop while having your pajamas on. Pizza home delivery has snatched up a big portion of food sales all over the world. Food is just at your finger tips. How about internet sales, internet banking, or what have you? May be we should provide our customers with a buying venue of electronic gadget of some kind instead of a place or conveniences.

Promotion vs. Communication vs.Vogue

Lauterborn advocated communication instead of promotion. Promotion is one way street advertisement in telling what you think is best in the promoting product. Communication, however, applies two ways traffics between the buyer and seller to advertisement. It is an "interactive" program using phone, web site, etc. to get response from advertisement.

Vogue requires more than just getting a message across and 2 ways communications. It is saying that to make an advertisement successful, it must have vogue or in trend. It must be popular, acceptable, and has great public favor. Like fashion, advertisement has a popular fashion trend. This must be applied to squeeze out the best of promotion.

http://vivek-markadiser.blogspot.in/2010/03/evolving-marketing-basics-4-vs-for-4-cs.html