Co-marketing: Difference between revisions
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== Collaborate marketing == |
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'''Co-marketing''' (Collaborate marketing) is a [[marketing]] practice where two [[company|companies]] cooperate with separate [[Distribution (business)|distribution]] channels, sometimes including [[Profit (economics)|profit]] sharing. It is frequently confused with [[co-promotion]]. |
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'''[[Cross-marketing]]''' describes the practice where two individual entities [[company|companies]] exchange marketing channels for mutual benefit. No new product, service or brand is created here.{{Citation needed|date=April 2011}} |
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Examples: |
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*link or [[banner exchange]]s |
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*"Intel Inside" on PCs |
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Co-marketing describes the practice where two individual entities [[company|companies]] create and jointly develop a new product, service or brand (and normally jointly promote it).{{Citation needed|date=April 2011}} |
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Co-marketing has of recent become very prominent in the entertainment industry. This typically means partnerships between brands and entertainment properties such as television shows, films, and music acts.{{Citation needed|date=April 2011}} |
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Examples:{{Or|date=April 2011}} |
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*[[Apple Inc.|Apple]] and [[Nike, Inc.|Nike]] jointly developing a new service for [[jogging|joggers]] |
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*[[Omega]] and the [[James Bond]] franchise partnered to promote the films and the company's watches |
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*Companies such as The SMC Group specialize in entertainment co-marketing, and have negotiated a number of deals including Alexandra Burke and Sure Deodorant, Shaggy and Logitech Ultimate Ears |
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== Commensal (symbiotic) marketing == |
== Commensal (symbiotic) marketing == |
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Revision as of 05:08, 29 August 2013
Commensal (symbiotic) marketing
Co-marketing: Commensal (symbiotic) marketing is a marketing on which both a corporation and a consumer, country and a country, human and nature can live. ７Cs compass model[1][2][3] is a framework of Co-marketing:Commensal marketing (symbiotic marketing).
- (C1)Corporation – The core of four Cs is corporation, while the core of four Ps is customers who are the targets for attacks or defenses. C-O-S (Organization, Competitor, Stakeholder) within the Corporation. The company has to think of compliance and accountability as important.
The four elements of the ７Cs compass model are:
- A formal approach to this customer-focused marketing mix is known as Four Cs (Commodity, Cost, Channel, Communication) in “７Cs compass model. The four Cs Model provides a demand/customer centric version alternative to the well-known four Ps supply side model (product, price, place, promotion) of marketing management.
- Product → Commodity
- Price → Cost
- Place → Channel
- Promotion → Communication
- A formal approach to this customer-focused marketing mix is known as Four Cs (Commodity, Cost, Channel, Communication) in “７Cs compass model. The four Cs Model provides a demand/customer centric version alternative to the well-known four Ps supply side model (product, price, place, promotion) of marketing management.
- (C2)Commodity – (Original meaning of Latin: Commodus=convenient) : the product for the consumers or citizens. Not product out.
- (C3)Cost – (Original meaning of Latin: Constare= It makes sacrifices) : producing cost, selling cost, purchasing cost and social cost.
- (C4)Channel – (Original meaning is a Canal) : Flow of commodity : marketing channels.
- (C5)Communication – (Original meaning of Latin:Communio=sharing of meaning) : marketing communication : It doesn't promote the sales.
The compass of consumers and Circumstances (environment) are:
- (C6)Consumer – (Needle of compass to Consumer)
The factors related to consumers can be explained by the first character of four directions marked on the compass model:
- N = Needs
- W = Wants
- S = Security
- E = Education:(consumer education)
- (C7)Circumstances – (Needle of compass to Circumstances )
In addition to the consumer, there are various uncontrollable external environmental factors encircling the companies. Here it can also be explained by the first character of the four directions marked on the compass model:
See also
References
- ^ Brian Solis(2011) Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John Wiley & Sons, Inc. pp.201-202.
- ^ Koichi Shimizu (2009) "Advertising Theory and Strategies,"16th edition, Souseisha Book Company. (Japanese)
- ^ Koichi Shimizu (2003)"Symbiotic Marketing Strategy,"4th edition, Souseisha Book Company.(Japanese)
External links
- http://www.scs.unr.edu/~khalilah/eMarketing.pdf The Marketing Mix of IMC.
- http://www.josai.ac.jp/~shimizu/essence/Professor%20Koichi%20Shimizu's%207Cs%20Compass%20Model.html 7Cs Compass model(1979)in Japan
- http://www.ppbmag.com/Article.aspx?id=1981 Four P’s, Four C’s And The Consumer Revolution.
- http://atomictango.com/2010/02/16/marketing-mix/
- http://businesscasestudies.co.uk/business-theory/marketing/marketing-mix-price-place-promotion-product.html Marketing Mix Theory The Times 100 Business Case Studies.