Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
A.
social activist marketing.
B.
voluntary premium pricing.
C.
cause-related marketing.
D.
business/social responsibility.
E.
the do-gooder syndrome.
Answer: C