Kluczowe elementy oferty marketingu społecznie zaangażowanego

Grzegorz Zasuwa

Grzegorz Zasuwa Katolicki Uniwersytet Lubelski Jana Pawła II, Wydział Nauk Społecznych

Słowa kluczowe: marketing społecznie zaangażowany; zachowania konsumentów

Abstrakt

The article is concerned with the key elements of the offer of cause related marketing. At the beginning of the study the main questions connected with the conception are presented, and next a detailed description of the key elements of the CRM is given, taking into consideration their effect on consumer behavior. Our deliberations have shown that programs of cause related marketing are more effective when they are concerned with hedonistic products that have low prices, and when the support given as part of it has small unit value. Also the significance of the social problem for consumers, the amount of support offered and the reputation of the firm influence effectiveness of the actions.

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