In what ways are cause-related marketing relationships good for the community? Are there any instances where they are not?
Cause related marketing is good for communities because the improvement of the community is one of the two objectives for he community. The other objective is to improve the companies public image and profits. Cause-related marketing in theory is supposed to be a win-win scenario for both the community and the company, however in practice it does have the ability to have an opposite affect for the community. The type of a cause-related market that would be bad for the community is one in which the company is producing something that is potentially harmful to the community or hurting the community through the company's method of production. An example of this was the KFC partnership with Susan G. Komen. For every bucket that KFC they would donate part of their sales to the Susan G. Komen foundation. The problem with this is that KFC chicken is very unhealthy and carries with it possible health risks. So while this cause related marketing helped the community in one way, by donating to the Susan G. Komen foundation, it seriously harmed the community in another way by endorsing an increase consumption of fatty deep fried KFC chicken.
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