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7 Cs

1. A company must focus its marketing strategy on understanding its target customers as individuals and adapting its products, services, and brand over time to appeal to customers' needs. 2. Marketing communication messages need to be consistent so customers understand the value proposition and don't feel confused, which could cause them to look elsewhere. 3. Marketers must find creative ways to get customers' attention since people see a lot of advertising. They need new and innovative ways to inform, educate, and persuade through marketing messages.

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Megha Arora
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1K views1 page

7 Cs

1. A company must focus its marketing strategy on understanding its target customers as individuals and adapting its products, services, and brand over time to appeal to customers' needs. 2. Marketing communication messages need to be consistent so customers understand the value proposition and don't feel confused, which could cause them to look elsewhere. 3. Marketers must find creative ways to get customers' attention since people see a lot of advertising. They need new and innovative ways to inform, educate, and persuade through marketing messages.

Uploaded by

Megha Arora
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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1.

Customer
A company’s marketing strategy must be focused on its customers. The marketer must
understand the customer as a person, not just a target market. Once companies understand
the target customer, they can adapt their product or service and even their brand to appeal
to the target customer. Adapting to suit the target customer must be a continuous process
if companies hope to succeed.

2. Consistency
At one time or another we have all seen mixed advertising messages coming from the
same company. We are left confused as to exactly what we are being told. A confused
customer is not a confident customer. A customer who is not confident in a product or
service will look elsewhere. Marketing communication messages must be consistent so
the target customer gets the value proposition that the company is offering.

3. Creativity
People are constantly exposed to advertising. Marketers have to find creative ways to get
their target customer’s attention. Marketers have to dream up new and innovative ways to
inform, educate and persuade target customers.

4. Culture
In order to reach a global audience, marketing messages must have a broad cultural
appeal. Alternatively, specific marketing messages can be delivered to specific cultures.
Companies cannot assume that everyone behaves and responds as their culture does. Such
an assumption can harm companies.

5. Communication
No one likes “in your face” marketing messages. Nor do people appreciate being
“marketed to.” Most people prefer to be “communicated with.” The right communication
message informs, educates and persuades the target customer in a way that they
understand—it gains the target customer’s trust.

6. Change
Marketers need to continually adjust their marketing strategy to accommodate the
changing target customer, societal changes and especially technological changes. Trying
something different is likely what it will take to get the attention of the target customers.
Even the company itself may change. Marketing communication messages must reflect
all of these potential areas of change if they are to be effective.

7. Channel
The transformational impact of the Internet on many modes of human interaction cannot
be denied. The ability of companies to access global markets through a well-crafted
online presence is particularly well recognized. Relatedly, the ability of competitors to
target a company’s domestic market from remote corners of the globe presents a unique
challenge for managers, including marketing specialists.

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