From 4 Ps to 6 Cs

Fill in the appropriate words
Since we are on the subject of acronyms, introducing the Six C’s of marketing seems useful here. These concepts are not meant to replace the four P’s, but rather complement them. They provide a more granular look at the overall marketing strategy. What are they?

– this means that an organization’s marketing strategy needs to be audience focused. It’s about intimately understanding the target market not as demographics, but as real, everyday people. It’s about focusing on the target customer first and then working backwards to the product and or service; and then ultimately the brand. It’s a never ending cyclical process.

– how many times have you heard mixed messages from the same company’s advertising? Marketers need to maintain coherence in their communication messages to reinforce the value proposition to the target consumer. This will also serve to reinforce the brand in a real life context and avoid confusing the audience.


– it is important to attract the attention of the target consumer since they are bombarded with thousands of messages per day. This means laying aside the “traditional” rules of advertising, and challenges marketers to think out-of-box so that they can tap into their imaginations.

– all marketing messages need to have a cross-cultural component in order to be effective. It is dangerous to think that everyone in the world (including your target consumer) thinks, acts and makes purchase decisions exactly like you. It’s not true and having this perspective can prove to be hazardous to your marketing health.

– people don’t appreciate “in your face” advertising. They don’t want to be “marketed to” either. They would much rather be “connected to” or “addressed to”. This is intended to build a real relationship with each of your customers, speaking their language to tell them your story.

– don’t fight it, embrace it. It is here to stay! Marketers must constantly change as society changes. Marketing today is not what it used to be; it is constantly evolving and marketers must consider change in the world, economy, market, consumers perceptions; as well as internal change within the organization.