Co-marketing

Collaborate marketing

Co-marketing (Collaborate marketing) is a marketing practice where two companies cooperate with separate distribution channels, sometimes including profit sharing. It is frequently confused with co-promotion.

Cross-marketing describes the practice where two individual entities companies exchange marketing channels for mutual benefit. No new product, service or brand is created here.^{[citation needed]}

Examples:

• link or banner exchanges
• "Intel Inside" on PCs

Co-marketing describes the practice where two individual entities companies create and jointly develop a new product, service or brand (and normally jointly promote it).^{[citation needed]}

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]}

Examples:

• Apple and Nike jointly developing a new service for joggers
• Omega and the James Bond franchise partnered to promote the films and the company's watches
• 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

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 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
• (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:

• • N = National and International
  • W = Weather
  • S = Social and Cultural
  • E = Economic

See also

• Marketing mix

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.