The 4 Cs are another way for marketers to look at the marketing mix.  The  four Cs look at the marketing mix from the customer’s perspective.  The 4Cs are Customer solution, Customer cost, Convenience, and Communication.  Building the marketing strategy from the customer’s point of view is very beneficial.  Thinking like the customer helps you design your makreting mix not around the question, “How can I push this product?”, but instead “What makes people like this product?”