, , , , л , "". ? .. [2] , . . , , , .
, , "Package", "Physical Evidence", "Profit" "Public relations" , . "Product", - "Price", - "Promotion".
"People" - , . . , , , PR, . . , . b2b, "People" .
ersonal . , , , , .
"Purchase", "Process" "Physical Premisses/Surround".
"4C"
"4", ... , "". .. "4".
"4C" 1990 () , .
, "4P" - . , , . , .
1. (Product). (Customer wants and needs). , . , - . , . , , .
|
|
2. (Price). (Cost to the customer) . ; - . , , - . , ; - , . ; , .
3. (Place). (Convenience). - (place) , . , - - . ? , , . , .
4. (Promotion). - (Communication). - . - 60-. , .
"4C":
1. Customer needs and wants - ;
2. Cost to the customer ;
3. Convenience ;
4. Communication .
SIVA
Chekitan S.Dev Don E. Schultz Marketing Management / 2005. , , "4P", "" - . "4" "SIVA"
-> (Solution)
-> (Information)
> (Value)
-> (Access)
SIVA :
(Solution): / .
(Information): , , , , ?
(Value): , , , , ?
(Access): . , , .