Does Cause Related Marketing Affect the Purchase Decision of Consumers? An Analysis of the English Language Learning Market in Taiwan
Date Issued
2010
Date
2010
Author(s)
Tan, Tsu-Hsi
Abstract
As companies around the world are turning to the use of cause related marketing as a way to differentiate themselves, English language centres in Taiwan should too. They could increase their profit bottom line and also show students that they are a business that cares about society and their students, and so on two levels, increase their people bottom line.
Cause related marketing (CRM) is a commercial activity by which business and causes form a partnership with each other to market an image, product or service for mutual benefit. It enables companies, by publicly associating themselves with a non-profit organization, a social organization or charitable cause , to promote their product or service and raise money for the cause or organization at the same time. The highly competitive English teaching market may be a good testing ground for CRM in Taiwan. If it is successful in the English teaching market, it may well work in other markets that are not as competitive and have more appreciation for added value.
Subjects
Cause related marketing
CRM
Taiwan
English language centre
Type
thesis
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