ITPEC IP October 2025 Question 81
The elements seen from the seller’s standpoint in the marketing mix are called “the 4Ps.” Which of the following are the corresponding elements as seen from the buyer’s standpoint?
Explanation
The 4Cs — the marketing mix restated from the buyer's side, one C for each P.
The 4Ps list what the seller decides; the 4Cs ask what each decision means to the customer:
- •Product → Customer value (the benefit or solution the customer gets)
- •Price → Cost (the total the customer pays, including time and effort)
- •Place → Convenience (how easily the customer can buy)
- •Promotion → Communication (a two-way dialogue rather than one-way advertising)
Answer (a)
Why not others:
- •(b) the 4Ss — not the buyer-side counterpart of the 4Ps; the pairing taught with the marketing mix is 4P and 4C
- •(c) AIDMA — a model of the buyer's mental steps toward a purchase: Attention, Interest, Desire, Memory, Action; it describes a process, not the elements of the mix
- •(d) SWOT — analyses a company's internal strengths and weaknesses and external opportunities and threats, a strategy tool rather than a marketing mix
Key rule: Every P has a C: the seller's product, price, place and promotion become the customer's value, cost, convenience and communication.
Business Strategy Management · AI-written, may contain errors
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