17. Cause-Related Marketing 22- Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.
18. Corporate Social Marketing 22- Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners.
24. Social Marketing Planning Process 22- Where are we? Where do we want to go? How will we get there? How will we stay on course?
25.
26. Figure 22.5 The Control Process 22- What do we want to achieve? What is happening? Why is it happening? What should we do about it?
27. Types of Marketing Control 22- Annual plan control Profitability control Efficiency control Strategic control
28. Marketing Audit 22- Comprehensive, systematic, independent periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities, and recommending a plan of action to improve the company’s marketing performance.