Essay On Collaborative Marketing

801 Words2 Pages

Collaborative marketing is a new, more social friendly marketing strategy that focuses on building long-term mutual benefit relationship between company and its customers. Different from the traditional marketing strategy that utilizing “push” approach, which using advertising and promotion to interrupt customers, collaborative marketing centered on attracting customers by providing more personalized customer service that fulfill their needs. It involves strategies that are customer tailored and all aimed at maximizing and adding customer value before, during and after they have purchased the products or service.
Customers participate in pricing strategy is a way to add customer value before purchasing the products or service. Price, as a cue to assess the relative value across the array of products and services found in the marketplace, is a key element of marketing strategy. There are lots of pricing strategies utilize by different companies , including price-quality strategy, reference pricing strategy, bundle pricing strategy, overpricing strategy, price guarantee strategy and participative pricing strategy, etc. Among these strategies , participative pricing strategy is the one that involves customers in the price setting process. A firm that would like to apply the collaborative marketing in their pricing should consider different forms of participative pricing strategy. There are various forms of participative strategy, including classic auction, reverse auction, exchange, negotiation, PWYW( pay what you want ) and NYOP ( name your own price). These forms of participative pricing strategy on one hand adding customer value in controlling the price, one the other hand increasing a firm’s sales by the greater intent for custo...

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... passing through additional steps as it moves from the manufacturing business via distributors to wholesalers and then retail stores. In this case, the firm should cooperate with the suppliers and channel members, building trust, stable and long – term mutual benefit relationship with them. This integration and collaboration with the channel partners can achieve greater efficiency in making goods available to target markets, offers the firm more than it can achieve on its own. Similar to channel- structure strategy, a firm should apply collaborative marketing concept in distribution-scope strategy in terms of increase the cooperation with channel partners, suppliers. Distribution-scope strategy is about how many channel members you do business with. Without knowing , connecting and having good relationship with them, a firm cannot effectively reach their customers.

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