The 4 S’s of Marketing

Conceptual Framework

Introduction

• The 4P’s of marketing have been the core of marketing and built on since 1957.

• Are they appropriate to fully explain the current 21st century marketing.

• No – the world has changed

�Rapid globalisation

�Internet / Social revolution

�Greater customisation

�Move to one to one communication with

customers via social media.

The 4 S’s

1. Service Dominant

2. Social Interaction

3. Sales Engagement

4. Superior Knowledge

The 4 S’s of Marketing

Service Dominant

• A realisation that Goods (Product) service logic (GSL) is being enhanced by a Service dominant logic (SDL)

• That service elements of a product offering are far greater and more profitable than the product elements example: Apple® iPod +

Apple® iTunes = Apples SDL offering.

Source: Vargo and Lusch (2004) Evolving a New Dominant Logic of Marketing,

Journal of Marketing, Volume: 68, Page 1-17

OrganizationTechnology

Structure

Strategy

IndividualAims

Experience

Skills

Interaction Process

EnvironmentMarket structure

Dynamism

Internationalisation

Channel position

Social system

AtmospherePower/dependence

Co-operation

Closeness

Expectations

OrganizationTechnology

Structure

Strategy

IndividualAims

Experience

Skills

Long term relationshipsInstitutionalisation, Adaptations

Short term exchange episodesProducts/services

Information

Financial

Social

Source: Adapted with permission from Håkansson (1982, p24)

Social Interaction

Sales Engagement

• Sales are the connector and sculptor of business relationships

• That offline and online gaining and retention of customers is crucial

• Need to identify new market segments of Blue Ocean are important

Source: W. Chan Kim and Renee Mauborgne (2004) Blue Ocean Strategy,

Harvard Business Review, October 2004, Page 69

Superior Knowledge

• Knowledge is the defining competitive advantage today for sales and marketing professionals

• It encompasses

– Critical thinking

– Brainstorming

– Creativity

– Calculated risk taking

– Entrepreneurship

The Social Marketing Mix

• The 4S’s enable a more contemporary look at

business marketing today.

• Embedded is service dominant logic, co-creation

and relationship interaction with your customer.

• It is a customer centric view of sales and

marketing.

• The social marketing mix works together to

reinforce your value proposition and grow your

business.

You are welcome to contact Nigel Bairstow at B2B Whiteboard your source of B2B Asia / Pacific

marketing advice

http://www.linkedin.com/pub/nigel-bairstow/6/41b/726

http://twitter.com/#!/b2bwhiteboard

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