From the buyer's viewpoint, in this age of customer value and relationships, the four Ps might be better described as the four A's.
- Acceptability is the extent to which the product exceeds customer expectations.
- Affordability the extent to which customers are willing.
- Accessibility the extent to which customers can readily acquire the product.
- Awareness the extent to which customers are informed about the product's features, persuaded to try it, and reminded to repurchase.
The four As relate closely to the traditional four Ps.
- Product design influences acceptability,
- price affects affordability,
- place affects accessibility, and
- promotion influences awareness.