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Priority target groups for environmental marketing of cities in Poland

Koszembar-Wiklik Małgorzata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 168

231--246

Objective: The cognitive objective of the paper is to present the target groups for the environmental marketing of cities. The research objective was to identify the priority audiences for the green marketing of cities in Poland and to indicate what activities are undertaken regarding these most important groups. Design/methodology/approach: The primary research used the CAWI method, using a proprietary questionnaire. The research was conducted in Q1 2022. The subjects surveyed were cities in Poland. The questionnaire was sent out to all cities, and 414 returned and correctly completed questionnaires were analysed. The presented results represent a section of the entire research. Findings: The interviewed stakeholders indicate that, of the many groups mentioned, residents are the key audience for green city marketing activities. Residents were divided into three groups - young residents, middle-aged residents and older residents. According to the statements, the key audiences are young residents - 95% of indications. Next are middle-aged residents with 67% of indications and older residents with 63%. The least frequently mentioned key audiences are those associated with the scientific community - 4.6% of indications and foreign tourists - 6.3% of indications. Activities undertaken to promote ecology in the city are mainly based on creating pro-environmental attitudes among the youngest groups of residents. Research limitations/implications: The research was quantitative research, in the future the research could be extended to include qualitative research that would indicate the motives for selecting specific groups for urban green marketing activities. Practical implications: The results of the survey indicate that cities mainly focus on promoting environmental activities among their inhabitants. However, cities in most cases do not carry out surveys of their citizens about their environmental needs. It is worth considering conducting such a survey among residents in order to identify expectations and the most pressing issues. Originality/value: The research is aimed at all those interested in the subject of environmental marketing and in particular the target groups targeted by green city marketing activities.

C2 NIWA Community – Segmentation Criteria and Building Brand Associations on the Example of a Selected Target Group

Popławska A.

TASK Quarterly : scientific bulletin of Academic Computer Centre in Gdansk

2015

Vol. 19, No 4

541--550

Every organization which offers products or services wishes to communicate with their customers in the most effective way. This kind of communication is based on proper selection of target groups which are identified in the process of market segmentation. Therefore, it is very important to ask the question to whom the message is to be directed and what kind of a message we want to convey. This article describes the selection criteria for target groups in the Centre of Competence for Novel Infrastructure of Workable Applications (C2NIWA) which is organized in the structures of the Gdansk University of Technology. It is a place that provides advanced IT platforms for the production of various types of applications. C2NIWA users have access to the most current knowledge in this field, advisory services, and tools to collaborate on IT projects. They needed to be divided into target groups and the communication methods were adapted to their specifics. The result of this process is the establishment of appropriate associations with the brand. The article presents the results of a short research showing what kind of associations were successfully built in one of the target groups by using a system of visual identification – the logo of the C2NIWA.