Instead of PRODUCT, focus on SOLUTION: Define offerings by the needs they meet, not by their features, functions or technological superiority.

Instead of PLACE, focus on ACCESS: Develop an integrated cross-channel presence that considers customers’ entire purchase journey instead of emphasising individual purchase locations and channels.

Instead of PRICE, focus on VALUE: Articulate the benefits relative to price, rather than stressing how price relates to production costs, profit margins or competitors’ prices.

Instead of PROMOTION, focus on EDUCATION: Provide information relevant to customers’ specific needs at each point in the purchase cycle, rather than relying on advertising, public relations and personal selling that covers the waterfront.