From 7 P's to 7 C's of Marketing

From 7 P's to 7 C's of Marketing

Anyone who has taken a marketing course learned about the 4Ps and later 7Ps of Marketing. They are Place, Price, Promotion, Product. Later People, Physical Evidence and Process were added.
However, there is no doubt that recently the marketplace has changed from an industrial-driven one to knowledge-based one; from just as a place for buying and selling to one of conversation and collaboration; and from a product-based economy to market-based economy.
Internet, digitalization, competition and globalization have changed the entire market space and have caused the above changes (Jobber and Ellis-Chadwick, 2013).

As a result, in the present marketspace, customers are now king and a key determinant of which way and how the market goes (Fill, 2011). Customers are now better informed and very selective, they seek personalization and want value from the market (Miles, 2012).

Consequently, the known 7 Ps of marketing are changed to 7 Cs to reflect these new market realities that place a premium on customer’s needs and wants (Miles, 2012). The seven marketing Cs are:

1. Product ⇒ CUSTOMER: Product changed to Customer given that businesses have to consider and reflect the aspirations and wants of customers a lot more than before when producing products.
2. Price ⇒ COST: Price has now been replaced by the Cost to satisfy the customer.
3. Place ⇒ CONVENIENCE: Convenience which denotes easy to buying has replaced the P of Place.
4. Promotion ⇒ COMMUNICATION: Communication has replaced Promotion, as businesses are fast learning to transact, dialogue, engage and collaborate with consumers on their needs and wants before customizing or producing such need.
5. Physical Evidence ⇒ CREDIBILITY: Physical Evidence has been replaced with Credibility as present market demands ‘Doing what you say you will do when you say you will do it’. Customer trust has to be earned.
6. Process ⇒ CONNECTION: Present businesses engage and empower customers to generate brand loyalty. Connection replaced the Process.
7. People ⇒ CUSTOMER SERVICE: Build strategic relationship with customers rather than just focusing on your People.

Sources:
Fill, C. (2011) Essentials of Marketing Communications, England, Pearson Education Ltd.
Jobber, D., Ellis-Chadwick, F. (2013), Principles and Practice of Marketing, 7th edn, Berkshire, McGraw-Hill Education.
Miles, J.A. (2012) Management and Organization Theory: A Jossey-Bass Reader, San Francisco, Wiley Imprint.

		Jaap de Jonge Editor, Netherlands
	History from Marketing 4 Ps to 7 Ps to 4 Cs to 7 Cs Thanks Omenugha for sharing this. Indeed in simple...

		KARTHIKEYAN Manager, India
	From Marketing Mix 4 P's to 7 C's Thank you Mr. Omenugha Nelson Obinna, for this won...

		KALEELUL RAHUMAN Management Consultant, Saudi Arabia
	From 7Ps to 7Cs: Cost doesn't Cover all Pricing Aspects Hi Nelson, good thinking. But Price includes many ...

		Ricardo Bravo-Montenegro, Peru
	From Organization to Customer Approach Thanks, the approach from the point of view of the...

		Mudukula Mukubi Business Consultant, Zambia
	Consumer Focus yes, but Still with Product Value: 7PC Given the increasing uniformity in product quality...

		Yemi Smith Management Consultant, Nigeria
	The Evolution of Marketing Remains Centered around Value Marketing is quite extensive and keeps evolving. B...

		Ibrahim Ali, Saudi Arabia
	7C - Cost Factor has many Sub-factors Hi, that was great subject and discussions. I agr...

		aziza abubakr Sudan
	From 7Ps to 7Cs Not for all Industries? I think that this concept of 7 Cs is most effectiv...

		Andreas J. Klemm Netherlands
	The 7 A's Marketing Mix - A Holistic Approach A good way of explaining the 7C's. However, as wit...

		David Elmo Turnaround Manager, United States
	An Issue with Connection While the C's have been evolving for sometime, I w...

		Khalil Rajati industrial enginer, Iran
	7Cs of Marketing Mix not for All Products and Industries The 7 C's are not for all products. They need to b...

		Mkhumbuzi Ncube Project Manager, Zimbabwe
	Development from 7Ps to 7Cs Interesting It's a very interesting topic and/but we should no...

		Patrick Mulvey Management Consultant, United States
	4P to 7Cs Discussion Excellent discussion. As with any framework, these...

		Ramji Sharma, PhD Professor, Nepal
	7Ps Vs 7Cs - Not satisfied with Cost, Communication & Connection Among the 7Cs, "Cost" may not carry the essence of...