Term
| A dissatisfied customer can often be mollified by .......... |
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Definition
| prompt and courteous attention to his or her complaint or even an offer by the company to replace the item or provide some discount coupons toward future purchases |
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Term
| How did Micky D's fight the allegations that is was causing, obesity? |
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Definition
| They had an global nutritionist who informed the media about how to eat Micky D's |
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Term
| How do you act with a activist group? |
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Definition
-work with groups who are more interested in solutions than getting publicity
-Offer transparency. Activists who feel your not open aren't likely to keep dealing with you
-Turn their suggestiong into action. Activists wants results |
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Term
| How DON'T you interact with an activist group? |
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Definition
-Get emotional when dealing with advocacy groups
-Agree to work with anyone making threats
-Expect immediate results. Working with adversaries takes patience establishing trust takes time. |
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Term
| Who are the organizations ambassadors? |
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Definition
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Term
| company info about benefits should be written in ........... |
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Definition
| should be written in plain english instead of legal terms |
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Term
| Why do companies engage in cause related marketing? |
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Definition
| Companies in highly competitive fields where there are little differentiation between products or services often strive to stand out and enhance their rep. |
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Term
| what does cause related marketing mean? |
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Definition
A profit making company collabs with a non profit org to advance its cause and at the same time increase its own sales
*Sometimes an org will create its own cause. |
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Term
| Tips for conducting own cause related marketing.............. |
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Definition
-Look for a cause related to your products or services or that exemplifies a product quality
-Consider causes that appeal to your primary customers
-Choose a charity that doesn't already have multiple sponsors
-Choose a local org if the purpose is to build brand awareness for local franchises
-Don't use cause related efforts as a tactic to salvage image after a major scandal; it usually backfires
-Understand that association with a cause or nonprofit is long term commitment
-Realize that additional budget must be spent to create public awareness and build brand recognition with the cause |
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Term
| What ways are sponsored events made popular? |
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Definition
-enhance the reputation and image of the sponsoring company through association
- give product brands high visibility among key purchasing public's
-provide a focal point for marketing efforts and sales campaigns
-generate publicity and media coverage |
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Term
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Definition
is the donations of funds, products, and services to various causes.
Ex. providing uniforms and equipment to a local Little League baseball team to a multi million dollar donation to a university for upgrading its programs in science and engineering departments. |
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Term
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Definition
| the long term socially responsible contribution of dollars, volunteers, products, and expertise to a cause aligned with the strategic business goals of an organization |
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Term
| Benefits of strategic philanthropy are: |
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Definition
-strengthened reputation and brand recognition
-increased media opportunities
-improved community and government relations
-facilitation of employee recruitment and retention
-enhanced marketing
-access to research and development
-increased corporate profitability |
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