What are the '4 Cs' of marketing?

The '4 Cs' of marketing refer to a customer-centric model that shifts the focus from traditional marketing approaches, which were often product-oriented, to a more consumer-oriented perspective. The components of this model are:

• Consumer: Understanding the needs and wants of the consumer is paramount. Marketing strategies must focus on what the consumer truly desires rather than solely on the product features.

• Cost: This concept encompasses what the consumer is willing to pay for the value offered by a product or service. It's important for businesses to consider not just the price of the product but the overall cost to the consumer, including factors such as time and convenience.

• Convenience: This addresses how easily consumers can access and purchase the product or service. In today’s fast-paced world, convenience can significantly influence buying decisions.

• Communication: Effective communication involves not only promoting the product but also engaging with the consumer and fostering a relationship. This two-way interaction helps build trust and brand loyalty.

This customer-oriented approach allows companies to tailor their marketing strategies more effectively, ensuring they resonate with and meet the expectations of the target audience. Other options provided focus on concepts that do not align with the established '4 Cs' framework, highlighting the importance of consumer