The 4 A's of Marketing

The 4 A's of Marketing

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The authors present a powerful and tested approach that helps managers see a businessa€™s every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the q4Aa€™s.q The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users. For a marketing campaign to succeed, it must achieve high marks on all four Aa€™s, using a blend of marketing and non-marketing resources. The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. (For example, none of us knew we qneededq an iPad until Apple created it.) That means not only ensuring that customers are aware of the product, but also ensuring that the product is affordable, accessible and acceptable to them. Throughout this book, the authors demonstrate how looking at the world through the 4A lens helps companies avoid marketing myopia (an excessive focus on the product) as well as managerial myopia (an excessive focus on process). In fact, it is a powerful way to operationalize the marketing concept; it enables managers to look at the world through the customera€™s eyes. This ability has become an absolute necessity for success in todaya€™s hyper-competitive marketplace.In 2005, long wait times for customers calling into Dell tech support resulted in hordes of unhappy buyers hanging up on the PC makera#39;s products. ... Ita#39;s not unheard of for customers to wait for months to get a desired car, such as the VW Beetle, the Mini Cooper, and the Toyota Prius. ... The problem is that this is not a simple challenge. ... is collected at the retail level and transmitted to the supplier, has helped companies in many industries respond to demand on a just-in-time basis.

Title:The 4 A's of Marketing
Author:Jagdish Sheth, Professor Jagdish Sheth, Rajendra Sisodia
Publisher:Routledge - 2012-04-23


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