According to the authors of the article “ Rethinking the 4 P’s ” Richard Ettenson, Eduardo Conrado and Jonathan Knowles, they should be a thing of the past because markets have been evolving. They admit that the concept still has its uses but requires a broader perspective to be able to compete in these times. Contents [ hide ] 1 1. Instead of offering products, we must develop solutions 2 2. Provide immediate access from anywhere in the world 3 3. Price is not as relevant as the value you provide 4 4. Before promoting, you have to educate the customer 1.
Instead of offering products
we must develop solutions The first P of product is replaced by solution. The best example I experienced yesterday was at my parents’ house. My mother has just signed up for internet for her flat and asked me for help to connect to the internet. The ideal solution would be to sell you the service already installed. Perhaps 70% of customers are able to install it with the instructions on their own but my father definitely falls more into the 30% who need help. Previously, all efforts were focused on selling internet connections. The change today is only a nuance, but it is important.
Now you sell WiFi connected
and working so that your client no longer has to worry (and waste time) about whether the internet works or not. You offer a complete solution beyond the product . Many companies today add additional services to the standard offer and try bulk lead sell these as a complement to increase their income. This often makes sense in the case of products that require maintenance and continuous updating. 2. Provide immediate access from anywhere in the world In traditional marketing, a lot of importance was given to choosing a strategic location for your offer.
Added to this is the fact that
continuous availability on the shelves increases the pressure on the logistics chain. Especially in mass consumption products, it cannot be denied that this is still the case, but a new factor is added. Nowadays, I don’t have to leave my sofa to shop at the supermarket. The needs and demands of each customer are different. Some people need to touch the fruit before buying it. Others are happy with a photo retouched in Photoshop. 3. Price is not as relevant.
There will always be someone cheaper
who will be willing to lower their pants more because they have the financial muscle to do so and throw you out of the market. Users are willing to pay more for the same thing if they perceive greater value. This may consist of a higher image and prestige the party is over for facebook user ids to create as would be the case with Apple products or luxury brands. 4. Before promoting, you have to educate the customer This subtitle sounds a bit bad at first glance because it seems that we take the client for a fool by default. Although it is not always right, that is not the point in this context.
Sometimes the client does
not even know that he needs you. You have to help him understand better the evolution and functioning of his own business before selling the product. In these cases, investing a lot of money in promotion would be money wasted because apart from branding you are not going to achieve much. First, you have to evangelize your client so that they are aware of the changes that await them and this makes them better understand the value.
