Cause related Marketing by Jaqueline Radloff- Bookswagon UAE
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Cause related Marketing

Cause related Marketing


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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Leuphana Universität Lüneburg, Sprache: Deutsch, Abstract: Die Gleichungen 1 Kasten Bier = 1m² Regenwald, 1 Packung Pampers = 1 Impfdosis gegen Tetanus und 1l Volvic = 10l Trinkwasser ergeben sich aus dem Grundprinzip von Cause-related Marketing. In deutscher Sprache als "zweckgebundenes Marketing" übersetzt, ist die folgende Definition diejenige, die in der Literatur am häufigsten verwendet wird: "[Cause-related Marketing ist] die Formulierung und Implementierung [von Marketing Aktivitäten, die charakterisiert sind durch ein] Angebot des Unternehmens, das folgende Eigenschaften aufweist: es muss ein spezifizierter Geldbetrag gespendet werden, der einem bestimmten Zweck zu Gute kommt, wenn Konsumenten sich in umsatzträchtige Austauschbeziehungen mit dem Unternehmen einlassen, welche sowohl die Ziele des Unternehmens als auch die der Konsumenten befriedigen." Sie stammt von den Autoren Varadarajan und Menon, die im Jahr 1988 zu den ersten gehören, die Cause related Marketing definieren. Gemäß dieser Definition handelt es sich dabei um Marketing- Aktivitäten, die sich auf eine transaktionsbasierte Partnerschaft eines Unternehmens mit einer wohltätigen Organisation (künftig als NPO / Non- Profit- Organisation bezeichnet) beziehen. Kauft ein Konsument ein umworbenes Produkt, wird dadurch eine Spende für einen wohltätigen Zweck ausgelöst. Einige Autoren erachten diese Definition als zu eingeschränkt, daher wird sie beispielsweise um den Aspekt der bewussten Positionierung des Unternehmens und der multiplen Vorteile für dieses ergänzt. Auch für Adkins trifft das rein transaktionsbasierte Verständnis (Sales Promotion) nicht allein zu, da Cause-related Marketing auch andere Marketing- Mix- Instrumente wie Sponsorship, PR und Werbung umfasse. Dennoch ließen sich folgende Gemeinsamkeiten in den Definitionen feststellen: Cause-Related Marketing ist eine geschäftliche


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Product Details
  • ISBN-13: 9783656662136
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 118 gr
  • ISBN-10: 3656662134
  • Publisher Date: 26 Jun 2014
  • Height: 210 mm
  • No of Pages: 44
  • Series Title: German
  • Sub Title: Präsentation und Ausarbeitung
  • Width: 148 mm


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