Page 58 - MARKETING MIX

Pacrtnership

KNOWLEDGE AND

UNDERSTANDING OF

PARTNERSHIP

Marketing Mix Definition

Partnership is the collaboration of marketing and hospitality organization

with tourism and its component such as transportation, food and beverages
and tour organization. There are short term and long term relationship

between these two organizations.
The Strenghts of Partnership

The Role of Partnership

E x p a n s i o n

A partnership can sometimes be based on geographic coverage. If a
company is looking to get its products into a foreign market, it will look for
a partner in those markets to help make expansion easier. Such a partner

knows the business culture of the area and can facilitate faster, more
efficient expansion. In exchange, the expanding company offers its

strategic business partners a portion of the revenues generated by the
expansion.

Resources

Partners share resources to help each other develop their employees, and

to assist each other in developing an edge in the marketplace. For
example, a digital camera company and a computer printer manufacturer

can team up to create more efficient ways of printing high-definition prints
of pictures. Both companies share information on the technology needed
to do the job, and they help to train each others' employees to develop and

sell the technology. Both partners benefit from the new technology that
advances their position in the marketplace.

Marketing

One of the important roles of a partnership is to increase the exposure of
each partner in the marketplace. Two complementary industry leaders that
combine forces can create a marketing effect that will be felt throughout

the industry. For example, when a sports league takes on a major clothing
manufacturer to create the league's official uniforms, the marketing impact

of two well-known names in the industry coming together is significant
and increases the exposure of both entities.

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