清华大学 英文版市场营销第三章作业参考_市场营销案例英文版

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1.Most well-known cause-related marketing campaigns are launched by companies with substantial resources.In a small group, discu how smaller companies with more limited resources can implement succeful cause-related marketing efforts.How could such organizations benefit the charities they work with while succefully promoting their own products and services?

The objective of this question is to get the student to think creatively.Some students will undoubtedly argue that any involvement by a firm, regardle of size, will require resources(money, staff/employees, facilities), and others will say that any effort is “cause-exploitive marketing.”

In smaller organizations “cash is king,” so small firms must be creative in how they can get involved in socially responsible cause-related behavior.Here is a sample list of “starter” non-cash related actions that could help a worthy cause, and many are tax deductible:

 Get management and employees involved in contributing time to the

cause. In kind contributions—equipment, use of meeting rooms, buildings,and intellectual property. Training programs, internships, and sponsorships. Work place giving campaigns of food and clothing.Benefits for smaller companies can derive from participation in cause-related marketing in the following ways:

 Building a positive image with customers and the public

 Making a difference by exercising socially responsible behavior

 Gaining one more effective marketing tool