Figure 4. Organizational structure of the marketing system of interaction
However, at the level of each of the individual systems, it is possible to separate
the specific directions of interaction. The development of standards of relations
involves the definition of evaluation criteria. Regarding relations, their state can be
represented both in the financial and non-financial aspects. Nonfinancial aspects of the
relationship include: mutual trust, mutual trust and mutual loyalty. The financial aspect
of the relationship is the mutual benefit. Financial and non-financial aspects of the
relationship together characterize the mutual interest of market actors in cooperation -
the informal direction of the relationship, which is closely interlinked with the formal
aspect. Both directions, both formal and informal, need to be offered indicators for
their assessment.
CONCLUSION
1. The model has been improved: the strategic triangle and the strengthened
strategic triangle, on the basis of which the strategic quadrilateral model has been
developed, which includes the following components: consumers, suppliers, resellers
and competitors.
2. A strategic matrix for the development of partnership relations in the process
of formation of MES is proposed. The components of the matrix are the level of the
partner approach of the market entity and the level of the partner approach of the
Board of Directors of Enterprises of the Marketing System of Interaction
Director of the Integrated Marketing Center
Inte
gra
ted d
epa
rtme
nt
comm
odit
y poli
cy
Inte
gra
ted d
epa
rtme
nt
pricing
po
li
cy
Inte
gra
ted d
epa
rtme
nt
di
strib
ut
io
n and
mar
ke
ti
ng of
goods
Inte
gr
ate
d
D
epa
rtmen
t
of Comm
unica
ti
ons
P
oli
cy
Inte
gra
ted m
arke
ti
ng
re
se
arc
h de
p
artme
nt
Inte
gra
ted m
arke
ti
ng
control dep
artme
nt
Inte
gra
ted suppo
rt a
nd
de
ve
lopm
ent
de
pa
rtme
nt for
th
e
mar
ke
ti
ng syst
em of
int
era
cti
on
Inte
gra
ted sta
ff
ing
de
pa
rtme
nt
systems of
interaction of the
manufacturer
suppliers
intermediary
manufacturer
interaction
systems
systems of
cooperation
between the
manufacturer and
competitors
system of
manufacturer
interaction with
consumers
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