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2: Cost (and price)
If the costs a customer incurs to purchase or use a product/service are properly under-
stood, the entrepreneur is in a better position to set the (sales) price. Some marketers
find this way of arriving at a price better than taking the "market price" as the basis for a
pricing strategy.

3: Communication (and promotion)
There are marketers who assume that the P of promotion in the 6Ps is about one-sided
promotion. After all, the company promotes to customers and this communication is
one-sided. The C of communication, on the other hand, emphasizes two-way communi-
cation and promotes a dialogue with the customer.

4: Convenience (and location)
This C is about the entrepreneur being aware of how the customer wants to receive
information about the product or service and how he wants to purchase the product or
service. Bear in mind that the 4C model was developed before the inter- net as we know
it today was available. Webshops were hardly available and social media did not yet
exist. Nowadays, almost every entrepreneur knows that he must be present everywhe-
re on the Internet in order to get in touch with (potential) customers. Moreover, 24-hour
delivery has also become quite normal.

The SIVA model
This model has only existed since 2005 and was conceived by two American professors, Chekitan
Dev and Don Schultz, with the idea of modernizing the traditional marketing mix. The SIVA
model puts the needs of the customer first and consists of 4 parts.

1: Solution (product)
Solution with a focus on the customer's need. What is needed to help him? Only when
we know exactly what the customer needs, can we develop a product or service. The
starting point is the customer and not the product

2: Information
The starting point is to look at the information needs of the customer. What information
does he need? The organisation does not look at how the product can be promoted. The
idea is that by thinking explicitly about the information requirement, the organisation
can better tailor the product or service to the customer's wishes.

3: Value
What is the value of the product or service? Customers don't just look at the
specifications of a product, it's about the big picture. How can you further increase the
value?

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