Winning of New Generation Gen Z Consumers with New Marketing Mix Strategy (4C's)
Keywords:
New Generation Consumers, Generation Z, New Marketing Mix Strategy (4C's), How to win customersAbstract
Generation Z is a consumer group that significantly influences current spending in the market and is an important variable in determining changes in consumer behavior. This is because Gen Z consumers have different behaviors and expectations from previous generations. Therefore, entrepreneurs and marketers need to adjust their strategies to align with Gen Z consumer behavior. Traditional marketing, focusing on the traditional marketing mix (products, prices, distribution channels, and sales promotions), may not be effective enough. Gen Z consumers do not believe in traditional marketing, but rather focus on new marketing that allows consumers to engage with brands more. Therefore, when marketing to Gen Z consumers, it is necessary to focus on the new marketing mix (4C's), which includes consumers, cost, communication, and convenience. This is a marketing concept that looks at the consumer's perspective, emphasizing and focusing on customers, so that marketers can reach current consumers more easily and communicate with them more effectively.
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