ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around.
-In the ECOLITE MINI CASE, Ecolite's support of the Arbor Day Foundation is an example of ________.

Question

Quizplus · Accepted Answer

Ecolite's support of the Arbor Day Foundation through its SuperGreen add-on package, where a portion of the proceeds is donated, is an example of cause-related marketing. This approach ties the sale of Ecolite's products to the support of a specific cause, in this case, environmental conservation.

ECOLITE MINI CASE: Ecolite Is a New Manufacturer of Compact