expectations, the chance of unpredictable events decreases; in the area of absolute
consistency, the results of the relationship are desirable for both parties and the scenario
is quite stable. Detection of expectations from relations with a market entity, with
which the interaction occurs, allows you to predict their outcome, as well as take steps
to optimize the development of events. Taking into account the expectations of the
parties regarding the development of relations, the authors propose a strategic matrix
for the development of relations (Figure 3).
The level of the partnership approach of the enterprise-integrator of the ERU
Figure 3. Strategic matrix of relations development
The following describes the behavior of the enterprise integrator marketing
system of interaction with the subjects of interaction in any zone.
Strategic zone of optimal cooperation. The authors offer integrators-
manufacturers PC to use a strategy to raise the level of relations with the subjects of
the relationship, which are in this zone. Enterprise -integrators of the MSR offer in
relation to entities located in this zone - an integrated or coordinated strategy for raising
the level of relations.
Growth of the integrator to the terms of cooperation. This zone is a zone of
inconsistency of strategies. The integrator must constantly emphasize their benefits to
the actors involved. Study of the requirements of the subject of the desired interaction
to the strategic element of the market space.
Strategic zone of reserve cooperation. These relationships are not attractive to
integrators. The essence of strategies is to reduce the level of relations (investment, the
density of relations). Offer subjects the conditions by which they can get the status of
a strategic partner. Providing interoperability with intermediaries, affiliates, etc.
Strategic zone for termination of relations. These relationships are not attractive to both
parties and therefore subject to termination, which is accompanied by an integrated or
concerted action of the parties. Implementation of marketing strategies is achieved
through a certain organizational structure. The structure of the company should
translate into its service (serving) its strategy.
Organizational structure of marketing systems of interaction. The
achievement of strategic goals of marketing relations is impossible without the
Le
ve
l of pa
rtne
r
approa
ch o
f a
mar
ke
t entit
y
High
Strategic zone of reserve co-
operation
Strategic zone of optimal
cooperation
Medium
Low
Strategic zone for termination of
relations
Strategic zone of growth of the
integrator to the terms of
cooperation
Missing
Missing Low
Medium High
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