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Customers drink coffees in Naples, Italy. The tradition of buying two and leaving one gave rise to the Pay It Forward campaign.
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A. Look at the title. "Cause Marketing" refers to the partnership between ____________.
a. two businesses
b. two charities
c. a business and a charity
B. Skim the reading. Match the campaigns to their descriptions.
1. Eatiply • • a. Reverse marketing in action
2. Don't Buy This • • b. Do a good deed for a total stranger
3. Pay It Forward • • c. Have a meal and help others
C. Discuss. What are the benefits of cause marketing?
CAUSE MARKETING
Cause marketing usually refers to a partnership between a business and a charity. Instead of just trying to sell more products, cause marketing also aims to do some good.
Eatiply In this project, if you order certain dishes in a restaurant, the restaurant will give away a meal to someone in need.
Don't Buy This Don't Buy This is what Patagonia-an outdoor clothing company-told their customers in 2013. Instead, the company promised certain things: If you bring your damaged clothes to the company, they'll repair them. If you give them your old clothes, they'll recycle them. The message is simple-we need to find ways to reduce, reuse, and recycle.
Pay It Forward Pay It Forward is the act of paying back a good thing to a new person. Many companies use this for their marketing campaigns. For example, if you buy a coffee and choose to pay for two, the coffee shop will give the next customer in need a free coffee. It gives the customer a chance to do something good. It also creates goodwill for the companies.
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