Abstract
In this chapter, the authors present a powerful and tested approach that helps managers see a business’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 “4A’s.” 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 A’s, using a blend of marketing and nonmarketing resources.
This chapter takes from the thought process depicted in the authors’ book The 4 A’s of Marketing: Creating Value for Customer, Company and Society (Routledge 2011). The book is available on http://rajsisodia.com/.
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Notes
- 1.
A fifth role is that of “evangelizers.” Companies don’t simply want customers to use the product—they want them to praise it to others. As we will discuss, this helps spread awareness and fits in with the “seeker” role played by other potential customers.
- 2.
Papers by Bentley University students Nikki Parness, Hua Ye and Jens Kullmann, March 2005 (unpublished). Additional sources: http://www.roombareview.com/roomba/roomba-review.shtml; (no date for Roomba review); Harris (2001)“ Our Story So Far (no date)”; Kawamoto (2003); “Creating Empowered Pedestrians with ANSYS Multiphysics” (no date for Ansys article) (2004); Driscoll (2002)].
References
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Creating Empowered Pedestrians with ANSYS Multiphysics. (2004, February). Available at: https://www.ansys.com/-/media/ansys/corporate/resourcelibrary/casestudy/segway.pdf.
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Our Story So Far. Available at: www.segway.com. Exact url http://www.segway.com/about/our-story (no date).
Webster, F. E. Jr., Malter, A. J. & Ganesan, S. (2003). Can marketing regain a seat at the table? MSI Report No. 03-003 (pp. 29–49). Cambridge, MA: Marketing Science Institute.
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Sheth, J.N., Sisodia, R.S. (2019). The Four A’s of Marketing. In: Kompella, K. (eds) Marketing Wisdom. Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-10-7724-1_6
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