FIGURE 4-4 -Avon Has Already Donated More Than $600 Million Towards Breast

question 7

Multiple Choice

FIGURE 4-4
-Avon has already donated more than $600 million towards breast cancer research.One contributing factor was the sale of a bag designed by Marimekko® exclusively for the Avon Breast Cancer Crusade (see Figure 4-4 above) .One hundred percent of net profits were donated to the crusade.This is an example of

• A)philanthropic marketing.
• B)corporate altruism.
• C)public relations marketing.
• D)transactional marketing.
• E)cause marketing.

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Definitions:

Elimination-by-aspects

A decision-making model in which choices are systematically rejected based on the absence of specific, desirable attributes.

Lexicographic Rule

A decision rule where choices are compared based on the most important attribute first, then the second most important, and so on, until a decision is made.

Heuristic

A mental shortcut that allows people to solve problems and make judgments quickly and efficiently.

Brand Loyalty

The tendency of consumers to continuously purchase one brand's products over another's due to satisfaction with the product and a good experience with the brand.