Posted: September 15th, 2015

Cause Related Marketing.

According to Perreault, Cannon, and McCarthy (2014), branding is the use of a name, term, symbol, or design, or a combination of these, to identify a product. Branding can have a significant impact on consumers when they are making buying decisions. For example, can you think of a common brand of orange juice? Coffee? Soda? Sneakers? Cleaning product? Now, when you think of each of these, do you also picture their logo? The likelihood is high that you do, and this is due to their strategic branding.
To prepare:
• Utilize the Crume web article in this week’s Learning Resources for this paper that is attached
• Find a company that engages in cause-related marketing.

Template in which you address the following :
• Identify the company you selected and describe its main products, target segments, and cause-related marketing activities.
• Explain how cause-related marketing impacts the company’s image, positioning, and profitability.
• Evaluate this cause-related marketing strategy. Explain your rationale.
• Explain how the company’s cause-related marketing might affect social change.
Week 3 Assignment Template

Company Name:
Company Website:
What are the company’s main products?
What are the company’s target segments?
What are the company’s cause-related marketing activities?
How does cause-related marketing impact the company’s image?
How does cause-related marketing impact the company’s positioning?
How does cause-related marketing impact the company’s profitability?
Evaluate this cause-related marketing strategy.
How might the company’s cause-related marketing affect social change?

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