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Sales and marketing management - Essay Example
Author : claykoepp
Pages 4 (1004 words)
Sales and Marketing Management Introduction The most effective way for companies to market is to know a market particularly well. After gathering information concerning buyers, companies have to know how much their potential customers are willing to pay for the products offered…
Gathering of information using primary method is the best way because there is interaction with a client (Baker 2008). Primary methods to be used can be observation, networking, interviewing and focus groups. This paper will put forward an in-depth assessment of cause related marketing, its benefits to involved partners and application of various theories Cause Related Marketing Does Cause Related Marketing aim to Generate Resources for Specific Concerns? Starbucks and Nike are one of the few companies that engage in cause related marketing. Companies partner with non-profit making organizations with various purposes. Apart from marketing their products, they raise awareness and offer support and some give donations to hunger stricken people. Other purposes include enhancing a company reputation, to gain financially and to enhance a customer loyalty. This proves that Cause Related Marketing has an aim of generating resources for specific needs (Dibb 2000). Yoplait Yogurt is another good company that did Cause Related Marketing in 1997. This company formed a partnership with Susan Komen Breast Cancer Foundation to promote their yogurt and at the same benefit the cancer foundation. The partnership had been successful because the Cancer Foundation used to receive 10 cents for a cup of yoghurt bought. ...