Iveta Marková

Green Marketing as a Tool Influencing Consumerś Behavior: Slovak Case Study of Regional Mark Preference

Abstract The article offers an overview of forms and strategies of marketing communication in consumerś environment, the use of marketing communication with environmental elements and its research under Slovak conditions. In the strategy of the last years, Slovakia has adapted to European conditions of the commercial behaviour of consumers. Methods of mapping marketing tools in environmental management of companies and evaluating their effectiveness have been becoming actual management tools. Strategies of sustainability and environmental ethics are a common and acceptable marketing advantage on the market at present. The article communicated research of impact a green marketing by regional or green brand in Slovak regions Podpoľanie and Ponitrie. Gender, education level, monthly income and product price was main indicator for quantitative and marginally qualitative research data. Regional diversity is still evident in green marketing mainly in gender preference.

Stakeholder Management as Part of Integrated Management System in the Furniture Industry

Abstract Nowadays the foreground includes the participation of short-term returns, but mainly social and environmental consequences of management decisions. Objective of the paper is to analysis the application of the stakeholder management as part of integrated management. Subject of the analysis are small and medium companies operating and conducting their business activities in Slovakia, included according to the type of their activities in the furniture industry, selected from company database supplied by the Information and Statistics Institute - INFOSAT. As of 31.07.2015 our criteria were met by 190 small and 47 medium companies, comprising the major set. The survey was conducted on a selective sample of 116 companies during July - August 2015, using annual reports, policies and other strategic documents available from the companies’ websites as information source. We evaluated the results using Spearman coefficient and the Chi quadrant IBM SPSS Statistics 19 programs. We came to the conclusion that the companies do not apply integrated management system and stakeholder management.

Study of Consumer Preferences of Regional Labeling. Slovak Case Study

Abstract The authors of the article consider regional labeling as a marketing tool which can contribute to the development of regional activities. These are focused mainly on traditional regional products and products. Their general popularity in prosperous regions is an important source of income for the inhabitants. In the less developed regions, it represents a significant stimulating tool of development. By means of a Slovak region of Gemer-Malohont as an example, the authors bring quantitative findings related to the preference of regional brands. They took into consideration the indicators of age, gender, education, monthly income and locality in connection with preference of regional products. They pointed to the fact that regional labeling has a mobilizing function to link and then jointly present its local activities. The behaviour of the population from the regions is an important recommendation for small producers and producers from less developed regions of Central Europe.