Customer Solutions Differ From Traditional Marketing Solutions

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Customer Solutions Differ From Traditional Marketing Solutions


Customer solutions may differ from the traditional but this does not mean that traditional solutions have become irrelevant or that the two are explicitly separate. The following paper seeks to illustrate the symbiotic relationship of the stated solutions by focusing on two separate supplier examples. The case studies examined will be the Business to Business (B2B) mining equipment producer Arvika and the highly successful online surf and fashion retailer SurfStitch from its Business to Customer (B2C) viewpoint. The entire premise of these case studies is to indicate the solution differences and the fact that although the focus for much of the modern marketing
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The beginnings of these definitions can be seen in the 4C’s approach first proposed by Lauterborn (1990) which indicated a shift from the mass production based 1960’s 4Ps to a focus on customers seen today. Figure 2 represents the overlay of the 4Cs on the 4Ps showing the interaction between the early customer based models and the traditional solution.

Figure 2: Customer orientated 4Cs vs Traditional Marketing 4Ps Mix


The difference between the traditional and customer solution is the emphasis placed on the consumers’ wants and needs. This change is closely aligned with the gradual move away mass production markets described by Wolf (1998) through to the personalised and customised markets of today. Although this now consumer oriented marketing is based on winning each customer individually it could be argued that all that is happening is the 4Ps are being ‘individualised’. It is the modern technology advances that have driven the customers’ needs and ultimately suppliers have had to match this by stretching the bounds of the generally internally oriented 4Ps (Bennett, 1997). It is widely accepted that the e-commerce market is most affected by the move to savvy, information fuelled customers (Constantinides, 2002). By focusing the first case study on a non-e-commerce company and the second on an e-commerce company the relevance of
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