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Co-marketing: Commensal (symbiotic) marketing is a marketing on which both corporation and a corporation, a corporation and a consumer, country and a country, human and nature can live. The 7Cs Compass Model[1][2][3] by Koichi Shimizu is a framework of Co-marketing (Commensal marketing or Symbiotic marketing). Also the collaborative marketing of a company and a company, the Co-creative marketing of a company and consumers are contained in the co-marketing.

Commensal (symbiotic) marketing[edit]

7Cs Compass Model

The four elements of the 7Cs Compass Model

  • 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:[citation needed]

  • (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:

  • (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:

Collaborative marketing[edit]

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]


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:[original research?]

  • 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

Co-creative marketing[edit]

The co-creation of a company and consumers are contained in the co-marketing. Co-creation is a management initiative, or form of economic strategy, that brings different parties together (for instance, a company and a group of customers), in order to jointly produce a mutually valued outcome.[4]

See also[edit]


  1. ^ Shimizu, Koichi (2014) "Advertising Theory and Strategies," 18th edition, Souseisha Book Company. (ISBN 4-7944-2132-X C3034) pp. 63–102. (Japanese)
  2. ^ Solis, Brian (2011) Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John Wiley & Sons, Inc. pp. 201–202.
  3. ^ Shimizu, Koichi (2003)"Symbiotic Marketing Strategy," 4th edition, Souseisha Book Company.(ISBN 4-7944-2158-3 C3034) pp. 25–62. (Japanese)
  4. ^ Prahalad, C.K.; Ramaswamy, V. (2004) "Co-Creation Experiences: The Next Practice in Value Creation". Journal of Interactive Marketing. Volume 18, Number 3.

External links[edit]