Comments on: Marketing in the age of the superconsumer – lessons for B2B http://blog.themarketingpractice.com/marketing-mit/marketing-in-the-age-of-the-superconsumer-lessons-for-b2b 10 years, 10,000 campaigns: B2B marketing strategies that really drive sales Thu, 02 Feb 2012 23:24:48 +0000 http://wordpress.org/?v=2.8.4 hourly 1 By: Paul Everett http://blog.themarketingpractice.com/marketing-mit/marketing-in-the-age-of-the-superconsumer-lessons-for-b2b/comment-page-1#comment-31 Paul Everett Tue, 30 Sep 2008 22:02:01 +0000 http://blog.themarketingpractice.com/?p=222#comment-31 While we're on the 4 P's, it's interesting to think about a couple of others and whether Yuchun's 4 can replace them, or if they are just worthy of more attention. Price might be a great example - in B2C it's fun to see just how hard the car insurers and comparison sites are fighting to be seen as the people with access to the best prices. In some B2B arenas, customers now have such easy access to prices from different vendors that it might pay dividends for a supplier to openly offer comparisons. And how about product? Surely the trends that Yuchun talks about have an impact on product that we shouldn't ignore (i.e. the ability to open up product innovation to the customer community - like Lego - or Amazon's success at creating product combinations for customers). Question whether 'Place' is made more complex by affiliate relationships, and whether some online channels add completely new places to consider. So, finally, are these new Ps really more like important 'sub-Ps' underneath Promotion? While we’re on the 4 P’s, it’s interesting to think about a couple of others and whether Yuchun’s 4 can replace them, or if they are just worthy of more attention.

Price might be a great example – in B2C it’s fun to see just how hard the car insurers and comparison sites are fighting to be seen as the people with access to the best prices. In some B2B arenas, customers now have such easy access to prices from different vendors that it might pay dividends for a supplier to openly offer comparisons.

And how about product? Surely the trends that Yuchun talks about have an impact on product that we shouldn’t ignore (i.e. the ability to open up product innovation to the customer community – like Lego – or Amazon’s success at creating product combinations for customers).

Question whether ‘Place’ is made more complex by affiliate relationships, and whether some online channels add completely new places to consider. So, finally, are these new Ps really more like important ’sub-Ps’ underneath Promotion?

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