Do you know the 4As, 4Cs, 4Ps, 3Rs and 5Ws of marketing?

By Alan Graner

Marketing is full of acronyms to help you succeed. Here are some of the biggies.

4 As (developed by Jagdish Sheth)

1. Acceptability. Your products and/or services meet or exceed customers’ needs and expectations.
2. Affordability. Your customers can afford your products/services and are willing to pay (perceived value).
3. Accessibility. Customers can easily buy and use your products/services.
4. Awareness. Customers have enough information about your product/service’s features and benefits to try them…or continue buying them.

4 Cs

1. Consumer. Do your products/services satisfy customers’ wants and needs?
2. Cost. The total cost of ownership including actual cost, traveling to buy it, inconveniences (switching from one brand to another), and cost of using (including maintenance).
3. Convenience. Your products/services are easy to find and buy.
4. Communication. You develop two-way dialogues with your prospects and customers (usually via social media).

5 Cs (Version 1)

1. Consumers. They are the center of your marketing strategy.
2. Context. You understand customers’ behavior regarding their wants, needs and desires during the customer journey.
3. Content. It’s built around context and relates directly to customers’ needs.
4. Commerce. Give customers what they need before they know they need it.
5. Convergence. Integrate all aspects of marketing including technology, data, skills, etc.

5 Cs (Version 2)

1. Customer. You understand their wants and needs, then design your products/services to meet those needs.
2. Company. You know your company is able to meet customers’ wants and needs. This can be determined by a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
3. Competition. Know who your competitors are and whether they can meet customer needs better than you. Also, keep track of potential competitors.
4. Collaborators. What outside sources can help you better meet customers’ needs?
5. Context. Perform a PEST (Politics, Economics, Social factors, Technology) to determine if and how these issues may affect your ability to meet customers’ needs.

4 Ps

1. Product. The products/services you offer.
2. Price. Actual costs include list price, discounts, financing, leasing and other factors, plus profit margins. Also, how do your prices compare with competitors?
3. Place. Your channels of distribution. These include delivery, logistics, and facilities.
4. Promotion. How you will communicate and sell to customers and prospects including advertising, public relations, social media, flyers, etc.

3 Rs

1. Reach. The number of people who hear about your products/services on a regular basis.
2. Repetition. How often prospects and customers hear from you during their buying cycle. Some may be ready to buy now, others may wait years.
3. Relevance. You’re selling what prospects and customers want.

5 Ws

1. Who is your target audience?
2. What products/services are you marketing?
3. When are you marketing your products/services?
4. Where will you market? Store? Online? And which do prospects/customers prefer?
5. Why are you selling? Create markets? Increase sales? Build your reputation? Extend your reach?

What “letters” can you add?

Image: GNU Free Documentation License via Wikimedia Commons

About the author

Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at jeffreyswartz@dsprel.com. Or visit www.dsprel.com.