Marketing partnerships

The types of partnerships in business are not so small (leasing, franchising, joint venture, etc.), each form has its own peculiarities, its own sphere of activity, but for all, the mutual desire of the parties to derive the maximum benefit from cooperation will be the same. And to make this possible, it is necessary to know the basics of marketing partnerships (IGOs), with its help, you can build the links and dependencies between companies (the end user) in the direction that would be desirable for both partners.

Marketing of partner relations in business

IGO recognizes the principle of traditional marketing - to identify and satisfy customer needs better than competitors - but has its own distinctive features, not all of which do not correspond to the classical definition of marketing. These differences, gathered together, can change the firm's approach to building partnerships, starting with the products it produces and ending with the structure of the organization. We can distinguish the following characteristic features for the marketing of partnerships.

1. The desire to create new values ​​for buyers, to subsequently distribute them among producers and consumers.
2. Recognizing the key role of individual customers, not only as buyers, but also for determining the values ​​that they would like to receive. IGO proposes to work with the buyer to create value. Producing value together with the buyer, and not for him, the company can increase its revenues through the realization of this value.
3. The company must follow its business strategy, concentrating on customers. At the same time, the firm is obliged to coordinate its business processes, communications, technology, training of employees in order to produce the values ​​desired for the buyer.
4. It assumes a long work of the seller and the buyer, which should take place in real time.
5. Constant customers should be valued higher than individual consumers changing partners at each transaction. By making a bet on regular customers, the firm should strive to establish a closer relationship with them.
6. The desire to build a chain of relationships not only within the organization for the production of value needed for the buyer, but also outside the firm - with partners in the market (suppliers, brokers in the distribution channel, shareholders).

Analyzing all the distinctive features of the IGO, it can be said that this approach presupposes adherence to some ethics of partnerships necessary for long-term cooperation.