Cause-Related Marketing Practice of Some Selected Firms In Bangladesh And Its Effect On Target Segment

Abstract- There has been significant growth and interest in Cause Related Marketing CRM over the past few years. An important element of cause related marketing is the level of customer awareness and involvement.Cause Related Marketing is simply marketing with a worthy cause. Together these powerful alliances not-for-profit organizations and companies can successfully work together with unique marketing tools to influence change and create better solutions. CRM is a form of marketing that uses various strategies tools and traditional advertising methods to change attitudes perceptions and behaviors as they relate to social issues. Non-profit organizations and companies form alliances to market images services and products. People have a more favorable view of a company that contributes or sponsors a cause that they think is worthy. For instance people are more likely to be interested in a company that is contributing to cancer research than one that is contributing to insect research. Cause Related Marketing is an exciting concept where both business and charity or good causes can benefit. It also attracts new sources of funds resources and support. It is an innovative and potentially powerful tool to improve the lives and well-being of individuals create environments that support social objectives re-orient social services to be customer-driven develop social capital lead to improved public policies and ultimately achieve social goals. This research paper focuses the practices of cause related marketing of some of the selected firms and how it affects the consumer in our country as a new policy.