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Cause-related marketing

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4 questions

  • 1. Open Ended
    30 seconds
    1 pt
    Cause-related marketing is a sub-set of corporate social responsibility that is very popular in organisations. It is the cooperation of a profit and non-profit organisation with the goal of achieving mutual benefits. - The profit org: enhances reputation and increases sales - The non-profit org: financial support and publicity
  • 2. Open Ended
    30 seconds
    1 pt
    + Brown and Dacin 1997: the growth in this area if from the positive results achieved by major corporations using CSR activities - it has been shown to increase positive attitudes towards an organisation + Barone 2000: CSR is designed to achieve marketing objectives (brand sales) via supporting social causes - it has been shown to influence consumer decisions thus acting as a way of generating sales
  • 3. Open Ended
    30 seconds
    1 pt
    The growth of CSR can lead to consumer fatigue and increase consumer scepticism making them see CSR as simple marketing activities to increase sales - In 2004 47% of people said they would buy a cause-related product, this dropped to 37% in 2007
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