CAUSE RELATED MARKETING AS ONE OF THE SUSTAINABLE MARKETING’S DIMENSIONS – THE ESSENCE AND PRACTICAL EXAMPLES
Bajdor P., Brzeziński S.
Abstract: Traditional marketing based on activities whose objective was to maximize the company's profit in the market through offering products or services. And in the seventies of the last century new concepts such as sustainable marketing and social marketing have appeared. However, did creation of a sustainable marketing and marketing socially engaged has been dictated by the actual changes like consumer attitudes and realities of the modern world, or perhaps both of these ideas were a response to the so-
Key words: marketing, sustainable marketing, cause related marketing, corporate social responsibility.
The phenomena of marketing occurred when the manufacturer has produced a product desired by buyers because, they found that the product meets they (buyers) certain needs. It can be assumed that the marketing phenomenon has been created at the same time when the wheel was invented -
Marketing refers to the activities of the company, which aim is to create a certain value and then pass it to the customer. In this sense, marketing plays a very important role in achieving the strategic goals of a company or organization. Any customer deciding to purchase a product or service, undertake this decision on the basis of one or more reasons , the task of marketing is to convince him to make the decision to purchase a certain product or service. This task requires very deep knowledge of consumer behavior, cooperation and the ability to adapt the company to the needs of the consumer, in order to provide them desired goods and products. With its wide range, marketing is an essential tool for any company operating at the market. Marketing is not a tool used only by professionals but also by other employees, who are determined to achieve the objectives of the organization, such as the sale of products or determine the strategy of the entire company .
One of the most popular marketing’s definition is one presented by P. Kotler’: „marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others” . This definition says that marketing is a part of the business for which the company is acquiring new customers. Along with innovation, marketing, is one of the two most important functions of the enterprise. Similar definition was created by American Marketing Institute:„marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably” . Over the years, marketing’s definition has been extended by the statement that „the objective of strategic marketing is to achieve sustainable competitive advantage” . Despite, that there was no „buyer” word in given definitions, it „competition” word underlines the essence of its presence, because buyer, through his choice, decides that company could get an advantage over the others.
Also in Poland, marketing has become a subject of research and careful analysis. As a result of these processes, three most popular definitions were formulated. One of them, given by J. Altkorn, says that marketing can be interpreted in two ways :
The second definition is the definition given by T. Sztucki: "Marketing is not a collection of theoretical laws, theorems and sophisticated rules. It is a generalized experience of practical ways to conduct hundreds of thousands of companies that received marketing efforts and gain a competitive advantage and success in domestic and international economic competition”. This definition, in spite of his years (presented in 1992) is still very timely and fully captures the essence of marketing. However, the definition given by Rutkowski, Garbarski and Wrzosek defines marketing as the intentional conduct on the market, based on an integrated set of tools and activities and market orientation . From the above definition, it appears that it is intentional conduct, characterized by permanent features, which are based on multiple instruments (advertising, promotion, distribution, price and product) and actions (which has reflected certain activities, so that you can have a certain impact on the market) forming a set of integrated character .
All commercial activities, whether in small businesses, big companies or international corporations were preceded by even more refined and more expensive marketing campaigns. In order to plan effective campaigns for promotion and advertising, a number of research and development centers and institutes specialized in this type of activities were involved. Careful observers in this domain could get the impression that marketing activities left behind the final stage of product or service development .
Marketing, at present, is a very popular field of science, which causes that there are many definitions concerning its essence. However, marketing is primarily seen as a set of processes whose main objective is to identify consumer needs, create a product corresponding to these needs, and then to sell it and make a profit.
Marketing is not one action or process, marketing occurs in virtually all areas of the company, which to a greater or lesser extent, are related to the introduction of a product or service on the market and their sales. Also, do not forget that it is also a marketing communications company with the environment, cooperation with competitors as well as sponsorship and assistance provided by the company.
Initially, marketing was used only by the action of the company, whose main aim was to increase market share and achieve high financial returns. However, over the years, with marketing tools organizations have also started to use a non-
Based on the literature study it can be concluded that the traditional marketing now accounts as a ground on which sustainable marketing or CRM is based. While in the case of sustainable marketing, we can speak here of the kind of independent, in the case of marketing, socially involved, it should be treated as a tool for sustainable marketing. As already implied by the same name -
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MARKETING SPOŁECZNY JAKO JEDEN Z WYMIARÓW MARKETINGU ZRÓWNOWAŻONEGO – ISTOTA I PRAKTYCZNE PRZYKŁADY
Streszczenie: Marketing tradycyjny opierał się na działaniach, których celem była maksymalizacja zysku przedsiębiorstwa oferującego na rynku produkty lub usługi. Jednakże w latach 70-
Słowa kluczowe: marketing, marketing zrównoważony, marketing społecznie zaangażowany, społeczna odpowiedzialność biznesu