Question

In 2007 CTV's Canadian Idol TV show used a marketing initiative that marshalled the proceeds from the sales of a Canadian Idol song to Ronald MacDonald House Charities for children with serious illnesses or disabilities. Which marketing approach does this describe?

1) Customer Relationship Management
2) Corporate Social Responsibility
3) Societal Marketing Concept
4) Experiential Marketing

Answer 1

The marketing initiative by Canadian Idol in donating proceeds to Ronald MacDonald House Charities is an example of Corporate Social Responsibility. It emphasizes a company's role in positively impacting the community rather than just focusing on profit.

Step-by-step explanation:

The marketing approach described by the Canadian Idol TV show's initiative of donating proceeds from the sales of a song to Ronald MacDonald House Charities is best categorized as Corporate Social Responsibility (CSR). This concept involves companies taking responsibility for their impact on society and contributing positively to the community. In this case, Canadian Idol is not just promoting relationships with customers or engaging directly in advertising experiences, nor is it applying a societal marketing concept by balancing company profits with consumer needs and societal interests; rather, it is recognizing its corporate role in society by supporting a charitable cause for children with serious illnesses or disabilities. This commitment to CSR can also enhance a company's image, build customer loyalty, and differentiate it from competitors.