Question

Ursa Martin, a book publisher, has decided to work with Hope in Children, a charity foundation that helps feed and educate children in poor countries. Ursa Martin has decided that a percentage of revenue from every book it sells will go to the charity. The books are marketed by conveying this message to customers. Which of the following marketing techniques describes Ursa Martin's association with Hope in Children?

(A) joint venture marketing
(B) cause-related marketing
(C) test marketing
(D) green marketing
(E) niche marketing

Answer 1

Answer: Cause related marketing

Explanation: In simple words, it refers to a marketing strategy in which an organisation sets its promotional campaign in such a way that it serves for the purpose of betterment of society along with creating brand awareness among individuals.

In the given case, Martin is marketing their product with the message that the a part of their revenue will go to charity foundation. Hence they are serving the dual purpose

Thus, from the above we can conclude that the correct option is B.