4Cs of Marketing Theory Development in 4CS

The 4C marketing theory is the theory of network marketing put forward by a group of marketing scientists led by Schultz, which is the theoretical basis of network marketing.

The 4Cs stand for:

1. Desires and needs (customer's wants and needs）

Retail enterprises are directly facing consumers, so they should consider the needs and desires of consumers, establish a customer-centric retail concept, and take "customer-centric" as a red line throughout the entire process of marketing activities. Retail enterprises should stand in the customer's position and help the customer organize the selection of commodity sources; Organize the sale of goods according to the needs of customers and the requirements of purchasing behavior; Study the purchasing behavior of customers to better meet the needs of customers; Pay more attention to providing high-quality services to customers.

2. Cost to satisfy wants and needs

When a customer buys a certain product, in addition to spending a certain amount of money, it also consumes a certain amount of time, energy and physical strength, which constitutes the total cost of the customer. Since customers always want to minimize the relevant costs such as money, time, mental and physical strength when purchasing goods, so as to maximize their satisfaction, retail enterprises must consider the "total cost of customer" that customers are willing to pay to meet their needs, and strive to reduce the total cost of customer purchase.

3. Convenience to buy

Maximizing the convenience of consumers is a problem that retail enterprises that are currently in an overly competitive situation should seriously think about. As mentioned above, when choosing a geographical location, retail enterprises should consider factors such as regional choice, regional choice, location choice, especially the factor of "consumer accessibility", so that consumers can easily reach the store. Even remote consumers can access stores with convenient transportation.

At the same time, in the design and layout of the store, it is necessary to consider the convenience of consumers to enter and exit, go up and down, facilitate consumers to visit, browse, select, and facilitate consumer payment and settlement.

4. Communication

In order to create a competitive advantage, retail enterprises must constantly communicate with consumers, including providing consumers with information about store locations, goods, services, etc., influencing consumers' attitudes and preferences, persuading consumers to patronize stores, buying goods, and establishing a good corporate image in the minds of consumers.

This is no longer a one-way way for enterprises to persuade customers, but to find a way to achieve their respective goals at the same time in the communication between the two parties.

The 4Cs are: consumer, cost, convenience, and communication. The 4C theory focuses on four aspects.