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Cause Related Marketing, it's Types and Examples from the Czech Environment
Kalná, Petra ; Dohnalová, Marie (advisor) ; Matyáš, Ondřej (referee)
The diploma thesis deals with Cause Related Marketing as the way of cooperation of a nonprofit organization and commercial company in the Czech environment. The presence of different types of Cause Related Marketing in the Czech Republic was investigated on the basis of the expert typology. My goal is not only to investigate the occurrence of these types, but also to analyze their representation and to determine which type prevails. In the empirical part I present concrete Cause Related Marketing campaigns with focus on their presentation on the websites of nonprofit organizations and their partner companies. Considering the website presentation of this cooperation I look for connections demonstrating the initiative that entities pursue during the campaign. The outcome of the diploma thesis is the research evaluation, recommendations for profit and nonprofit organizations and critical evaluation of this issue.
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Cause Related Marketing in the Czech Republic
Balatková, Táňa ; Postler, Milan (advisor) ; Gerbery, Juraj (referee)
This bachelor work deals with Cause Related Marketing in the Czech Republic. Cause Related Marketing presents alliance between a non profit organisation and a business company in order to create a charitable project. At the begining this topic is explained, its history and development is mentioned as well, goals and influences of this marketing actvity are given, different forms and mechanisms of CRM projects and also andvantages and risks of these projects are dealt with. In the next part, some successful case studies are specified and thus show us how efective and beneficial these activities could be. In the last part, the research which was realized by the questionaire is introduced and views, opinions and perceptions on Cause Related Marketing of young people in the Czech Republic are presented.
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Cause Related Marketing in relationship to the public sector
Jurásková, Radka ; Háva, Petr (advisor) ; Mašková, Pavla (referee)
Diploma thesis "Cause Related Marketing in relationship to the public sector" deals with new phenomenon in area of marketing of companies, which is based on connection of business and public welfare activity. This type of marketing teaches big companies how to be responsible to social issues in certain country and society, how not to be indolent to minorities, interest groups, diseases and to other aspects of social need. Cause Related Marketing asserts on the base of connection of private and non-state non-profit sector by profiting on both of them. Company can on its base differ from competition and enhance the sale of their goods and services. For non-profit organizations it can be the contributions seen from new financial sources and in promoting their cause, which they are trying to solve. Otherwise, Cause Related Marketing is connected with concrete risks and the intervention of private sector into the public sector that can bring problems with definition of public interest. Then in consequence problems with selection of actual public and social issues to solve. Thanks to Cause Related Marketing grows the influence of corporations on the national state policies, what brings higher pressure on political decision-making sphere as a result of expectation of companies that this sphere will decide...
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Cause Related Marketing, it's Types and Examples from the Czech Environment
Kalná, Petra ; Dohnalová, Marie (advisor) ; Matyáš, Ondřej (referee)
The diploma thesis deals with Cause Related Marketing as the way of cooperation of a nonprofit organization and commercial company in the Czech environment. The presence of different types of Cause Related Marketing in the Czech Republic was investigated on the basis of the expert typology. My goal is not only to investigate the occurrence of these types, but also to analyze their representation and to determine which type prevails. In the empirical part I present concrete Cause Related Marketing campaigns with focus on their presentation on the websites of nonprofit organizations and their partner companies. Considering the website presentation of this cooperation I look for connections demonstrating the initiative that entities pursue during the campaign. The outcome of the diploma thesis is the research evaluation, recommendations for profit and nonprofit organizations and critical evaluation of this issue.
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Cause Related Marketing in the Czech Republic
Balatková, Táňa ; Postler, Milan (advisor) ; Gerbery, Juraj (referee)
This bachelor work deals with Cause Related Marketing in the Czech Republic. Cause Related Marketing presents alliance between a non profit organisation and a business company in order to create a charitable project. At the begining this topic is explained, its history and development is mentioned as well, goals and influences of this marketing actvity are given, different forms and mechanisms of CRM projects and also andvantages and risks of these projects are dealt with. In the next part, some successful case studies are specified and thus show us how efective and beneficial these activities could be. In the last part, the research which was realized by the questionaire is introduced and views, opinions and perceptions on Cause Related Marketing of young people in the Czech Republic are presented.
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The impact of Cause Related Marketing on the consumers in the Czech Republic
Kovářová, Michaela ; Lhotáková, Markéta (advisor) ; Hošková, Libuše (referee)
The thesis deals with the impact of cause related marketing campaigns on the customers in the Czech Republic. The thesis is divided into theoretical and practical parts. Within the theoretical part, the attention is paid to the determination of CRM, as well as to the CSR concept, on whose grounds CRM is based on. For the findings about the situation on the Czech market regarding CRM, chosen CRM campaigns were analyzed together with its particular campaign characteristic, which cause the campaign to be un/successful. Because commercial subjects evaluate the campaigns according to the gathered amount of money, it is difficult to find out the real impact of CRM campaigns. Therefore, the own survey became a part of the practical part of the thesis with the aim to find out this impact directly from the customers. The results were compared with the American studies and are summed up into the ideal campaign, which is introduced on the chosen bank company.
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Perceptions of Cause Related Marketing by Czech Consumers
Kuncová, Veronika ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
This diploma thesis describes Cause Related Marketing as a modern communication tool which enables to link commercial business interests to the needs of the nonprofit sector. The theoretical part presents the term Cause Related Marketing and specifies its definition, mechanisms and effects it brings to individual subjects. It also describes typical consumer attitudes to the concept and factors that influence their relationship to CRM. The effect of these factors is presented on examples of foreign campaigns. The practical part describes research of consumer attitudes carried out among Czech Millennials. After presenting the findings of past research studies concerning this topic it continues with the results of the conducted research which are analyzed according to the sex and age of respondents. At the end contrasts between the perceptions of American and Czech consumers are studied.
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Trends in marketing communication with a focus on social marketing
Taišová, Andrea ; Říha, David (advisor) ; Petříčková, Iva (referee)
Bachelor work deals with trends in marketing communication and their focus on solving social problems. Theoretical part generally focuses on the action of the communication and communicating mix in the marketing mix, it describes trend in marketing communication as guerilla marketing and viral marketing. It defines the terms of social marketing, cause related marketing and corporate social responsibility. The practical part describes a nonprofit organization Oxfam International and it also describes marketing communication of its campaign Grow. Furthermore, it characterizes successful guerilla and viral campaigns with the focus on solving social problem and evaluates the usage of these trends in daily campaigns. In the last part, it introduces cause related marketing campaign that creates jobs for USA from the Starbucks company.
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