最高层次的营销理念--事业关联营销（The highest level of marketing concept -- cause related marketing）.docVIP

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最高层次的营销理念--事业关联营销（The highest level of marketing concept -- cause related marketing）.doc

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最高层次的营销理念--事业关联营销（The highest level of marketing concept -- cause related marketing）

最高层次的营销理念--事业关联营销（The highest level of marketing concept -- cause related marketing） Case: In March 28, 2002, the farmer spring held a news conference in Beijing, launched the sunshine project, launched buy a bottle of water, donate a penny activities to support the sports education in poor areas. From April 1st to December 31st, every sale of a bottle of Nongfushangquan drinking natural water (550ml), the company on behalf of consumers to donate a penny for the sunshine project, and then funneling money to unify all of the purchase of basic sports equipment donated to schools in poor areas. From April to September, farmer spring donated 5 million 10 thousand yuan worth of sports equipment to 397 schools in 24 provinces, 39 cities and counties through withholding sales. Carry out product and brand promotion Nongfushangquan to undertake the social responsibility form, which is different from the general marketing events, embodies a kind of social marketing concept, called cause related marketing (Cause-related marketing). What is cause related marketing? There are five kinds of the concept of competition on the market, namely the production concept, product concepts, marketing concepts, marketing concepts and the concept of social marketing, organization is one in which a concept in marketing activities. The concept of social marketing is the highest level of marketing concept, it not only focus on the efficiency and effectiveness of marketing, but also consider social and moral issues, and bear social responsibility. Cause related marketing is the enterprise in the commitment to social responsibility (such as charity donations, to protect the environment, build hope primary school, at the same time, with the help of poverty alleviation) news media and advertising effect, to improve the enterprises reputation, improve the corporate image level, enhance its brand awareness, increase customer loyalty, and ultimately increase sales the form of marketing. Business relate