The 4P model has stopped to exist as a stable category or maybe we do not perceive it any longer.The reason of the question is not whether a mix is changing, but that a performer of the concept is changing.

The traditional mix, with which many companies built their business and achieved success, is currently taking a back seat. The growing globalization and expansion of the marketing mix has taken place. In this context the classical scheme of the company life cycle acquires another meaning. A company used to be perceived as a group of people united by a particular activity or purpose, where each one had own place. Now a company transforms into something more.

A company starts to exist as a unit, where everyone is part of it and performs an important role. We propose to perceive a company as if it were a human.

Business relations are growing, similar to human needs presented in Maslow's pyramid. From this perspective we may consider the changes in marketing concept. The implementation of the mix is a tool to meet both customer’s and company's needs. And once they are satisfied, the mix mutates. As all this has modified a model, the company's relationship takes a different, more civilized (mature) form. As the primary needs are the same, as most companies have overall goals and objectives at the stage of establishment and development, thus 4P had been the universal tool for a long time.This reflects the feature of modernity, individualism and a desire to create a unique business model.In order to develop a company should satisfy its «needs». As a human, he should have a comfortable environment for self-improvement, he needs to satisfy his basic needs.

The company used to be a well-structured organization with a certain hierarchy and variations in business models. Now it is “personality”.The organization had a marketing model to establish communication with the outside world, with a client initially and with consumers.

“Personality” uses a model to build the relationships. Company is not just a business unit. It is a social unit. And as any organism, it has its own needs. And traditional mix it's not just business planning model. This is a model to build relations. In a deeper sense relations are a mutually beneficial partnership between customers and vendors. We observe the specific transformation of the company into a specific individual form (Pic.1).

Now, if we mean a unique unit, we consider it as a human. One can observe the following standard hierarchy of needs (Pic.2).

Now we project a model to a company (Pic.3).

Product, place, price, promotion are the basic elements that are responsible for company launch on the market, fixing position, occupy market share. Physical evidence, people, process are the elements to extend the base, responsible for ensuring reputation and communication between clients and vendors.Consumer, convenience, cost, communication are social elements aimed to develop relationships, deep connection, commitment and the development of civilized bilateral client-vendor partnership.

The evolution of business relationships occurs because of the needs change into desires. The main reason why 4P mix changes to 4C mix is natural evolution of needs into desires (high-level needs).

The 4P model was implemented in the most companies’ policy at a certain stage of their development. But 4P will always remain an important stepping stone to understand business process from the bottom to the top. As if it is a physiological need.

4C is a marketing concept, which is the next level to improve business relations. As if it a need of self-actualization.