WSU MKTG 360 - Cause-Related Marketing (3 pages)

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Cause-Related Marketing



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MKTG 360 1nd Edition Lecture 17 Outline of Last Lecture 1 Four elements of the promotion mix 2 Integrated marketing communication 3 Buzz marketing Outline of Current Lecture 1 Cause related marketing 2 History of cause related marketing 3 Corporate and marketing objectives 4 Cause related marketing is unique 5 Is cause related marketing all good 6 When is cause related marketing successful Current Lecture 1 Cause related marketing a Cause related marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customer engage in revenueproviding exchanges that satisfy organizational and individual objectives 2 History of Cause related marketing a American Express 1983 joined the Statue of Liberty Restoration Fund b 1 for each use of its charge card c 1 for each new card issued d 28 increase in card usage over the same time period in 1982 e 1 7 million contributed by American Express to the Statue of Liberty Restoration Fund 3 Corporate and marketing objectives These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute a Gaining National Visibility b Enhancing Corporate Image c Thwarting Negative Publicity d Pacifying Customer Groups e Generating Incremental Sales f Promoting Repeat Purchases g Promoting Multiple Unit Purchases h Promoting More Varied Usage i Increasing Brand Awareness j Increasing Brand Recognition k Enhancing Brand Image l Reinforcing Brand Image m Broadening Customer Base n Reaching New Market Segments o Increasing Level of Merchandising Activity 4 Cause related marketing is unique a CRM i Contributions to charity from sales ii Offering economic incentives are NOT key characteristics of CRM e g coupons refund offers but can be included b Corporate philanthropy i Donations made on behalf of the company not necessarily based on sales ii Can include sponsorships 5 Is cause related marketing all good a Pros i Increase sales ii Boost public image iii Pacify customers iv Help good causes b Cons i Possible exploitation ii Possible trust issues iii Customers may not agree with the cause being helped iv Possible employee rifts 6 When is Cause related marketing successful a When the consumers employees stakeholders are on board with helping the cause b When the consumers perceive the company to have altruistic motives c When there is a high fit with the cause d When the company is involved in the cause for a longer period of time e When the company is involved with the cause besides just donating money


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