Thus, whereas marketers see themselves as selling products, customers see themselves
as buying value or solutions to their problems. And customers are interested in more than
just the price; they are interested in the total costs of obtaining, using, and disposing of a
product. Customers want the product and service to be as conveniently available as possible.
Finally, they want two-way communication. Marketers would do well to think through
the four Cs first and then build the four Ps on that platform.