The document proposes replacing the traditional 4Ps marketing framework with a new 4Ss framework suited for 21st century marketing. The 4Ss framework consists of: 1) Service Dominant, emphasizing service elements over product elements; 2) Social Interaction, focusing on long-term customer relationships; 3) Sales Engagement, connecting businesses through sales; and 4) Superior Knowledge, leveraging critical thinking and creativity. Together, the 4Ss framework provides a more customer-centric approach centered around co-creation and social interactions.

1. The 4 S’s of Marketing
Conceptual
Framework

2. Introduction
• The 4P’s of marketing have been the core of
marketing and built on since 1957.
• Are they appropriate to fully explain the
current 21st century marketing.
• No – the world has changed
Rapid globalisation
Internet / Social revolution
Greater customisation
Move to one to one communication with
customers via social media.

3. The 4 S’s
1. Service Dominant
2. Social Interaction
3. Sales Engagement
4. Superior Knowledge

4. The 4 S’s of Marketing

5. Service Dominant
• A realisation that Goods (Product) service
logic (GSL) is being enhanced by a Service
dominant logic (SDL)
• That service elements of a product offering
are far greater and more profitable than the
product elements example: Apple® iPod +
Apple® iTunes = Apples SDL offering.
Source: Vargo and Lusch (2004) Evolving a New Dominant Logic of Marketing,
Journal of Marketing, Volume: 68, Page 1-17

6. Social Interaction
Environment
Market structure
Dynamism
Internationalisation
Channel position
Social system
Atmosphere
Power/dependence
Co-operation
Closeness
Expectations
Organization Organization
Technology Long term relationships Technology
Structure Institutionalisation, Adaptations Structure
Strategy Strategy
Interaction Process
Individual Individual
Aims Aims
Experience
Short term exchange episodes Experience
Skills Products/services
Skills
Information
Financial
Social
Source: Adapted with permission from Håkansson (1982, p24)

7. Sales Engagement
• Sales are the connector and sculptor of
business relationships
• That offline and online gaining and retention
of customers is crucial
• Need to identify new market segments of
Blue Ocean are important
Source: W. Chan Kim and Renee Mauborgne (2004) Blue Ocean Strategy,
Harvard Business Review, October 2004, Page 69

8. Superior Knowledge
• Knowledge is the defining competitive
advantage today for sales and marketing
professionals
• It encompasses
– Critical thinking
– Brainstorming
– Creativity
– Calculated risk taking
– Entrepreneurship

9. The Social Marketing Mix
• The 4S’s enable a more contemporary look at
business marketing today.
• Embedded is service dominant logic, co-creation
and relationship interaction with your customer.
• It is a customer centric view of sales and
marketing.
• The social marketing mix works together to
reinforce your value proposition and grow your
business.

10. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard
http://b2bwhiteboard.com