cause-related marketing
Hungarian translation: nemes ügyhöz kötött/kapcsolt marketing
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| 08:56 Jun 12, 2011 |
| English to Hungarian translations [PRO] Marketing - Marketing / Market Research | |||||||
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|  Selected response from: Katalin Szilárd Hungary Local time: 16:54 | ||||||
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| 5 +3 | nemes ügyhöz kötött/kapcsolt marketing |
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Answers
38 mins confidence: 
peer agreement (net): +3
peer agreement (net): +3nemes ügyhöz kötött/kapcsolt marketing Explanation: nemes ügyhöz kötött vagy nemes ügyhöz kapcsolt marketing http://grantspace.org/Tools/Knowledge-Base/Funding-Resources... What is cause-related marketing? A: According to cause-marketing consultant Jocelyn Daw, cause-related marketing (CRM) is a mutually beneficial collaboration between a corporation and a nonprofit in which their respective assets are combined to: * create shareholder and social value * connect with a range of constituents (be they consumers, employees, or suppliers) * communicate the shared values of both organizations American Express first used the phrase "cause-related marketing" in 1983 to describe its campaign to raise money for the Statue of Liberty’s restoration. American Express donated one cent to the restoration every time someone used its charge card. As a result, the number of new cardholders grew by 45 percent, and card usage increased by 28 percent. Other examples of cause-related marketing programs include: - Requests for small donations for children’s charities at the supermarket checkout - Public awareness campaigns for HIV/AIDS, breast cancer, and other causes - Licensing of well-known charity trademarks and logos, like World Wildlife Fund’s panda CRM is distinct from corporate philanthropy because the corporate dollars involved in CRM are not outright gifts to a nonprofit organization, so they are not treated as tax-deductible charitable contributions. Nonprofits potentially benefit from increased fundraising and exposure. Likewise, corporations that are socially involved potentially benefit from increased brand loyalty and employee morale. Studies have shown that for products of similar quality, consumers will consider the company’s image and reputation when choosing a brand. To find and develop CRM opportunities, nonprofit organizations should expand their research efforts beyond the traditional corporate giving directories and refer to resources in the business departments of public and/or academic libraries. http://www.mgyosz.hu/gazdhirek/20070320/igazpartnerseg158464... Az általában valamilyen nemes ügyhöz kötött, az ún. cause-related marketing az eddigi tapasztalatok szerint jó elképzelésnek tűnik. Célja az üzleti világ és a jótékonykodás összekapcsolása, az ehhez szükséges pénzek előteremtése. http://www.gmconsulting.hu/inf/cikkek/028/index.php A Béres Rt. az árvízkárosultakat megsegítő kampánya ugyanakkor ún. nemes ügyhöz kötött marketing (cause related marketing) volt. Ennek meghatározása: egy cég eladásösztönző akciójának összekötése egy nemes ügy illetve nonprofit szervezet támogatásával oly módon, hogy a termék értékesítéséből befolyt összeg egy részét előre meghatározott célra fordítja, szervezetnek juttatja stb. Az adományozással szemben inkább promóciós eszköz, mintsem jótékonykodás. http://www.figyelo.hu/konferenciak/20080701/csr_menedzsment_... Nemes ügyhöz kapcsolt marketing (Cause-related Marketing) - Marjorie Thompson vezetésével |
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