- “Internal Orientation: a frequent objection underlying the Mix's explicit lack of customer orientation. Kotler (1984), Robins (1991), Vignali and Davies (1994) Bennett (1997) and Schultz (2001) are one way or another identifying this as the prime limitation of the Mix.
- Lack of consumer interactivity: Doyle (1994), and Yudelson (1999) argue that the Mix ignores the evolving nature of the consumer who demands not only higher value but also more control on the communication and transaction process. Allowing better interaction reduces the customer defection rates and increases customer trust.
- Lack of strategic elements: Ohmae (1982) Vignali and Davies (1994) argue that lack of strategic content is a major deficiency of the framework, making …show more content…
the mass-market orientation of the Mix, can likewise be traced in the origin of the framework. Significant shif ts of consumer behaviour (individualisation, diminishing brand preference, value orientation, increasing sophistication etc.) have undermined the effectiveness of the impersonal one-way communication and the mass marketing approaches. The constant stream of new technologies available to businesses and customers not only reduces transaction and switching costs but also offers to customers more choices, global access of products or services and new possibilities in addressing individual and very specific needs. In such an environment the service and the personalised client approach have become imperatives; one should expect that the Marketing in the 21st century will become not only more sophisticated but also much more interactive and individual. The quality of the personal relationship between seller and customer and successful customer retention are becoming basic ingredients of commercial performance in all markets, either consumer or institutional ones.
I would call the additions proposed above to the 4Ps as development of 4Ps rather than criticism on the 4Ps to be fair to a theory that was applied successfully applied for more than 40 years over huge number of organizations and academic …show more content…
Doubts on the hands-on practical value of the Mix as a marketing toolkit are echoed by scepticism expressed as to its value as a teaching tool (Rafiq and Ahmed 1992).”
If marketing is to exist as a significant value-adding corporate activity in the future (Porter 1985), marketers must focus their attention on getting better insight on the dynamics and the constantly changing rules of the marketing environment of the 21st century. Instead of managing the 4Ps-defined processes managers should focus on the factors underlining customer value as well as building market oriented, flexible and inventive organisations, able to constantly innovate and adapt to fast-changing market conditions.
Based on the assessment made to the 4Ps in this study, the conclusion is to support the 4Ps to be a base for any future paradigm for marketing management due to its simplicity , applicability and richness.
“Winning companies are those that meet customer needs economically and conveniently and with effective communication. Prentice-Hall, Inc. Philip Kotler, Marketing Management, Millennium Edition Prentice-Hall, Inc.
- Lack of consumer interactivity: Doyle (1994), and Yudelson (1999) argue that the Mix ignores the evolving nature of the consumer who demands not only higher value but also more control on the communication and transaction process. Allowing better interaction reduces the customer defection rates and increases customer trust.
- Lack of strategic elements: Ohmae (1982) Vignali and Davies (1994) argue that lack of strategic content is a major deficiency of the framework, making …show more content…
the mass-market orientation of the Mix, can likewise be traced in the origin of the framework. Significant shif ts of consumer behaviour (individualisation, diminishing brand preference, value orientation, increasing sophistication etc.) have undermined the effectiveness of the impersonal one-way communication and the mass marketing approaches. The constant stream of new technologies available to businesses and customers not only reduces transaction and switching costs but also offers to customers more choices, global access of products or services and new possibilities in addressing individual and very specific needs. In such an environment the service and the personalised client approach have become imperatives; one should expect that the Marketing in the 21st century will become not only more sophisticated but also much more interactive and individual. The quality of the personal relationship between seller and customer and successful customer retention are becoming basic ingredients of commercial performance in all markets, either consumer or institutional ones.
I would call the additions proposed above to the 4Ps as development of 4Ps rather than criticism on the 4Ps to be fair to a theory that was applied successfully applied for more than 40 years over huge number of organizations and academic …show more content…
Doubts on the hands-on practical value of the Mix as a marketing toolkit are echoed by scepticism expressed as to its value as a teaching tool (Rafiq and Ahmed 1992).”
If marketing is to exist as a significant value-adding corporate activity in the future (Porter 1985), marketers must focus their attention on getting better insight on the dynamics and the constantly changing rules of the marketing environment of the 21st century. Instead of managing the 4Ps-defined processes managers should focus on the factors underlining customer value as well as building market oriented, flexible and inventive organisations, able to constantly innovate and adapt to fast-changing market conditions.
Based on the assessment made to the 4Ps in this study, the conclusion is to support the 4Ps to be a base for any future paradigm for marketing management due to its simplicity , applicability and richness.
“Winning companies are those that meet customer needs economically and conveniently and with effective communication. Prentice-Hall, Inc. Philip Kotler, Marketing Management, Millennium Edition Prentice-Hall, Inc.