There are plenty of benefits for all bodies when employing an affinity marketing strategy. Suppliers The supplier sells at lower price his products because he reduces his expenses in marketing research. He also profits from the customer's increase in fidelity. By joining the affinity partner, the supplier strengthens his reputation. Furthermore, he knows better his target audience simplified by the fact that he has access to the affinity group's information and has the opportunity to carry out some research programs with its members. Affinity groups Each affinity group is seeking for different advantages. But usually, affinity groups increase their income by asking a commission for example. Affinity groups have also a better connection and affinity with their members. Finally, they protect and enhance their reputation without taking any risks as well as avoiding the costs involved in merchandising directly the product or service. Customers Suppliers and affinity groups are not the only parties profiting from this marketing scheme. End-consumers benefit from it, but their benefits depend on the nature of the affinity partner (charitable organization) and the nature of the product or service sold. Again, generally customers are directly satisfied to profit from extra discounts for example, and they become more confident in their choices because of the partnership between their affinity group and the company. Furthermore, they benefit from products and services that have been designed and manufactured especially for them.[5] Failure and limitations

marketing funnel ppt