In business, there are not so few types of partnerships: franchising, joint ventures, leasing, etc. Each form of relationship has its own characteristics, scope. However, the mutual desire of the parties to benefit from cooperation is the same for everyone. Therefore, it is required to know the basics of partnership marketing, with the help of which it is possible to form connections between companies in a direction that will be beneficial for both partners.
Affiliate Marketing Basics (MPO)
Affiliate marketing recognizes the principle of standard marketing - to determine the needs of the buyer, to satisfy them better than the competition. But there are some distinctive features here. These differences, taken together, can completely change the way a company approaches partnerships, from the products it manufactures to the structural organization.
Here are the main features that characterize affiliate marketing:
1. The desire to create new values for buyers in order to further distribute them between consumers and producers.
2. Recognizing the key role of customers in setting values. IGO invites partnerships to create value. Value is produced in conjunction with customers, not in order for the firm to increase revenues by realizing that value.
3. Assumes long-term work of sellers with a buyer. This work should proceed in real time.
4. The firm must follow a business strategy. She is obliged to harmonize business processes, technologies, employee training, communications in order to produce the values that are desired by the buyer.
5. A regular customer should be valued higher than an individual consumer who changes his partners with every transaction. A firm should rely on partner etiquette on its loyal customers, seeking a closer bond with them.
Analyzing the distinctive features of IGOs, it can be seen that this approach presupposes adherence to a special ethics of partnerships, which is required for any long-term cooperation.
