What did Bob Lauterborn suggest changing the 4 Ps of marketing to as it shifted towards a more customer-focused approach?

Bob Lauterborn proposed the 4 Cs model as a response to the limitations of the traditional 4 Ps of marketing, which were primarily product-oriented. The 4 Cs focus on the consumer's perspective, emphasizing the importance of understanding customer needs and preferences rather than just pushing a product.

The 4 Cs consist of:

1. Consumer wants and needs (instead of Product): This element encourages marketers to identify what the consumer truly desires and tailor their offerings accordingly.

2. Cost to the consumer (instead of Price): Here, the focus shifts from merely pricing the product to considering what it will actually cost the customer in terms of time, convenience, and expenses.

3. Convenience to buy (instead of Place): This shifts the focus from where the product will be sold to how easily the consumer can access and purchase it.

4. Communication (instead of Promotion): This component emphasizes dialogue and relationship-building with customers rather than just broadcasting messages.

By advocating for the 4 Cs, Lauterborn highlighted the importance of creating value for the customer and building relationships that resonate with their needs, aligning marketing strategies more closely with evolving consumer expectations. This customer-centric approach reflects trends in modern marketing, where engagement and understanding