COM3701
Assignment 01
Semester 2 2025
Due Year 2025
, COM3701
Assignment 01
Semester 2 2025
Due Year 2025
1. Introduction
QuantumE is an online retailer specialising in electronic gadgets for both business and
home use, leveraging the global reach of e-commerce to serve diverse customer
segments. This paper examines the application of the Four Cs of marketing—a
customer-oriented evolution of the traditional Four Ps—as a strategic framework to
enhance QuantumE’s competitiveness. It also considers the integration of push and
pull online marketing mechanisms to optimise brand communication and
engagement.
In parallel, the discussion applies the Interactive Model of Communication
Campaigns to SouthActive, a sportswear brand committed to empowering women of all
shapes, sizes, and ages to embrace health through sport. Grounded in Integrated
Marketing Communications (IMC) and Grunig’s two-way symmetric
communication theory, this model prioritises dialogue, feedback, and adaptability,
ensuring campaigns remain relevant, inclusive, and responsive to audience needs.
2. Applying the Four Cs of Marketing to QuantumE
Customer Needs and Wants
Introduced by Robert Lauterborn in 1990, the Four Cs framework reorients marketing
strategy from the producer-centric Four Ps—product, price, place, promotion—towards
the customer-centric pillars of customer needs and wants, cost, convenience, and
communication. The first element, customer needs and wants, demands that QuantumE
move beyond merely supplying products to identifying and meeting specific consumer
Assignment 01
Semester 2 2025
Due Year 2025
, COM3701
Assignment 01
Semester 2 2025
Due Year 2025
1. Introduction
QuantumE is an online retailer specialising in electronic gadgets for both business and
home use, leveraging the global reach of e-commerce to serve diverse customer
segments. This paper examines the application of the Four Cs of marketing—a
customer-oriented evolution of the traditional Four Ps—as a strategic framework to
enhance QuantumE’s competitiveness. It also considers the integration of push and
pull online marketing mechanisms to optimise brand communication and
engagement.
In parallel, the discussion applies the Interactive Model of Communication
Campaigns to SouthActive, a sportswear brand committed to empowering women of all
shapes, sizes, and ages to embrace health through sport. Grounded in Integrated
Marketing Communications (IMC) and Grunig’s two-way symmetric
communication theory, this model prioritises dialogue, feedback, and adaptability,
ensuring campaigns remain relevant, inclusive, and responsive to audience needs.
2. Applying the Four Cs of Marketing to QuantumE
Customer Needs and Wants
Introduced by Robert Lauterborn in 1990, the Four Cs framework reorients marketing
strategy from the producer-centric Four Ps—product, price, place, promotion—towards
the customer-centric pillars of customer needs and wants, cost, convenience, and
communication. The first element, customer needs and wants, demands that QuantumE
move beyond merely supplying products to identifying and meeting specific consumer
