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9) Sustainability Marketing:  The lecture slides discuss shifting from the 4Ps of the conventional marketing mix to...

9) Sustainability Marketing:  The lecture slides discuss shifting from the 4Ps of the conventional marketing mix to the 4Cs of the sustainability marketing mix. Identify the primary change this makes in the producer-consumer relationship and explain how this change alters the job of the marketer. >   

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Answer: The primary change that the shift of 4P’s to 4C’s makes to the producer consumer relationship is that the consumers are no more just the source of revenues for the producers but they are also stakeholders of the firms and the producers. The producers should therefore look into what the customers want to buy and what are their needs rather than attempting to sell their products/services to them without understanding their needs. The producers as per the 4C models have a responsibility towards the interests of the customers and look into their interests rather than just alone focusing on the interests of the firm. This has therefore changed the role of the marketer. The marketers are not just marketing their products any more but they are looking after the needs of their customers. They are no more just a service provider but now they are adding value for the customers and looking after their needs. Thus the role of marketer has changed for profit earner to looking after the needs of the customers.

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