Refer to the passage below to answer the questions that follow.
Wendy's fast food restaurant recently had a situation in which a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, though, it was discovered weeks later that the accuser has a history of filing lawsuits against businesses, and the owner of the lost digit turned out to be a co-worker of the woman's husband. The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that the restaurant was victimized by this false accusation.
-To help rebuild Wendy's reputation,the corporate office encourages franchisees to support local organizations in their communities,such as charities and schools.This practice is most likely known as ________.
A) public affairs
B) marketing public relations
C) cause marketing
D) fund-raising
E) development

Question

Quizplus · Accepted Answer

Cause marketing is a practice in which a company aligns itself with a social or environmental cause, with the goal of improving its public image and generating positive publicity. In this case, Wendy's corporate office is encouraging franchisees to support local organizations as a way to rebuild the company's reputation after the negative publicity from the false accusation incident. This falls under the category of cause marketing.

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