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The subscription model shifts the focus from product to customer in marketing by prioritizing customer retention over single sales. Instead of focusing on the four Ps: product, price, promotion, and place, the subscription model emphasizes on maintaining a continuous relationship with the customer. This approach changes the traditional marketing strategy from pushing the product through channels and creating customer pull, to ensuring customer satisfaction and loyalty to sustain the subscription.
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In the days of marketing the focus was on the four Ps: product, price, promotion, and place. Advertising was all about pushing the product through channels and creating customer pull—driving customers to the channels to ask for your product. In the subscription model, however, the focus is on the customer, so this approach changes.
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Subscription services have grown revenues 8X faster than the S&P500 and 5X faster than US retail sales. This new business model is why Adobe, Netflix,...
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