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affinity marketing
Affinity marketing is a concept that consists of a partnership between a company and an organization that gathers persons sharing the same interests (known as an affinity group) to bring a vaster consumer base to the opposite party.〔(【引用サイトリンク】url=http://www.businessdictionary.com/definition/affinity-marketing.html. )〕〔(【引用サイトリンク】url=http://www.merriam-webster.com/dictionary/affinity%20marketing )〕 The first academic approach of affinity marketing has been provided by Macchiette and Roy in 1992 and they described this notion as a combination of affinity and the marketing ideas. They defined the word Affinity as "an individual level of cohesiveness, social bonding, identification and conformity to the norms and standards of a particular reference group" whereas marketing is described to be the "expectation of benefit for the individual satisfying consumer wants and needs". An affinity group is a group which has a solid connection with a considerable number of consumers and which has the possibility to target them in a much easier way than what can be accomplished by way of ordinary marketing process. Affinity groups in which people recognize themselves may be a charitable organization, a football team, the enterprise they work for, a specific company, an organization they belong to… Thus, Affinity group members may be fans, customers, subscribers, staff members…〔(【引用サイトリンク】url=http://www.consultaffinity.co.uk/affinity_marketing.htm )〕
Affinity marketing differs from co-branding. The benefits of co-branding partnerships come from the consequences of the association of multiple companies, whereas the benefits of affinity marketing derive from the mental satisfaction to have profited the affinity group.
==Market Segmentation==
Having an essential function in affinity marketing, the nature of the customer is indispensable for understanding the concept. In other words, it is important to know in what way or manner the relationship was built and to know which affinity group the customer belongs to.〔 When segmenting the market, the affinity marketers also need to take into account the amount of people who are composing the group, group members’ solvency and the receptivity to the goods and services offered. Further, in analyzing affinity marketing one needs to acknowledge the power and nature of affinity. An affinity marketing strategy is focused on one of the four different aspects of affinity. First, affinity is related to the support of a deserving cause. Second, affinity is based on relationships creating a sense of recognition in an organization that doesn’t necessary have to exist (for instance a country, a family or an animal). Third, affinity comes from a sense of desiring to be part of a dissimilar social group (aspirational). Last, affinity is correlated to the wish for personally acquiring discounts, or privileges from goods and services sold by a specific organization (self-interest). But a few affinity groups use more than one of these facets to achieve their marketing scheme. For instance, very enthusiastic baseball fans support their team for a deserving cause, identify themselves in their team, and personally benefit from discounts and advantages.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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