Transcript Lecture 8 - Routledge

Lecture 8
Corporate-Level Marketing: Beyond
the age of innocence.
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Objectives
Retrospective: “Revealing the Corporation”
• A New Gestalt of the Corporation
• Corporate-Level Concepts: Problem
Children
• Corporate-Level Marketing: What is it?
• “Model of the Moment”: The
Corporate-Level Marketing Mix page
353.
• New Beginnings
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Retrospective: “Revealing the
Corporation”
• Since the 1950s we have witnessed the emergence,
ascendancy, and eventual hegemony of various
corporate-level concepts.
• Individually, the corporate-level concepts reflect the
Zeitgeist of a particular epoch.
• Currently, we are witnessing a move from
fragmentation to consolidation of these corporatelevel concepts, albeit a move from simplicity to
complexity.
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A New Gestalt of the Corporation
• Balmer and Greyser (2003) argue that
the corporate-level concepts examined
in “Revealing the Corporation” provides
the building blocks of a new gestalt of
the corporation: a new philosophy of
management.
A philosophy with a rich,
interdisciplinary, inheritance.
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Corporate-Level ConceptsProblem Children: i
Existing corporate-level concepts may be
deemed to be unsuitable as an umbrella
label for this new corporate-level
gestalt.
They all have an immense richness, but
are either inappropriate, inadequate, or
carry too much gratuitous baggage.
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Corporate-Level ConceptsProblem Children: ii
• Many concepts examined in “Revealing the
Corporation” may be viewed as second
order concepts in that on their own they
operate in a vacuum.
For instance:
• Organizational Identity: identification with
what ?
Corporate Communications: communication of
what and to whom?
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Corporate-Level ConceptsProblem Children: iii
• Corporate Image: a problematic, if not imprecise
concept.
• Corporate Reputation: immeasurably more
compelling and agreeable than the above BUT
again reputation of what? Also, a favorable
reputation is not per se a guarantee of business
survival.
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Corporate-Level ConceptsProblem Children: iv
• Corporate Branding: has considerable utility. It
is manifestly not applicable to all entities however.
•
Corporate Identity: stained (in many countries)
but its close association with graphic design.
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Corporate-Level Marketing:
What is it?
• “Corporate-Level” connotes a concern
with corporate entities in their totality,
including networks and partnerships. It
also, by implication, denotes a strong link
with strategy, and that responsibility
resides with the CEO, and board of
directors.
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Corporate-Level Marketing:
What is it? (ii)
• The link with marketing is made for historical,
practical, and operational reasons.
This is likely to be contentious.
• However, developing the three explanations cited
above marketing offers four distinct advantages in
terms of its:
INHERITANCE
PRESCIENCE
EXPEDIENCE, and
ASSEMBLANCE
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Corporate-Level Marketing:
What is it? (iv)
INHERITANCE
The marketing discipline has made, in our estimation,
the most conspicuous contribution to the concepts in
this anthology. For instance, communication, image,
reputation, and branding are key concepts within the
marketing domain whilst others, such as identity, are
frequently marshalled by marketing scholars and
practitioners.
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Corporate-Level Marketing:
What is it? (v)
PRESCIENCE
The notion that marketing should concern itself with
corporate-level concerns is far from new. Kotler
and Levy (1969) argued that it should encompass
ANY ENTITY.
Webster, more recently, concluded that marketing
should make a paradigm shift away from products
and firms to people and organizations.
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Corporate-Level Marketing:
What is it? (vi)
EXPEDIENCE
Marketing has been effective in demonstrating its
utility to managers. It is a discipline that is adept
in operationalizing theories so that they have an
immediate and practical relevance.
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Corporate-Level Marketing:
What is it? (vii)
ASSEMBLANCE
Marketing has always been a repository of insights
and theories marshalled from other disciplines
including psychology, economics, and strategy. The
assemblance of diverse perspectives to form a unified
whole has been a basic tenet of the area. Culliton
(1948) envisioned the marketer to be first and
foremost a mixer of ingredients – in other words, an
orchestrator.
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“Model of the Moment”:
The Corporate-Level
Marketing Mix
see page 353.
Marketing’s expedience and assemblance
are at their most translucent in terms of
the marketing mix. As such, the
articulation of the marketing mix at the
corporate-level may serve a similar
purpose.
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The Corporate-Level
Marketing Mix: i
There are a three substantive differences between the
marketing mix and the corporate-level marketing
mix:
1. It is broader than the traditional “4Ps” of the marketing
mix.
2. The elements of traditional marketing mix require a
radical reconfiguration.
3. The mix elements, in many instances, have distinct
disciplinary traditions.
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The Corporate-Level
Marketing Mix: ii
• THE CORPORATE-LEVEL MARKETING
MIX HAS TEN ELEMENTS:
PHILOSOPHY AND ETHOS: what the organization
stands for, and how it undertakes its work
PERSONALITY: the mix of subcultures within the
organization
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The Corporate-Level
Marketing Mix: iii
PEOPLE: The life-blood of an organization’s identity. They
represent an important interface with stakeholder groups and
have a crucial role in product and service quality.
PRODUCT: What an organization makes or does: its core
business or businesses
PRICE: What an organization charges for its products and
services, including the goodwill element in the valuation of
its corporate and product brands; the price of the
corporation’s stock, and staff salaries
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The Corporate-Level
Marketing Mix: iv
PLACE: Distribution channels, company’s relationships
with distributors, franchising arrangements.
PROMOTION: A concern with Total Corporate
Communications (see Section Three) also visual
identification, and branding policies
PERFORMANCE: How the organization’s performance is
rated by key stakeholders vis a vis the organization’s espoused
philosophy and ethos (and corporate brand covenant) and
how it is rated against competitors.
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The Corporate-Level
Marketing Mix: v
PERCEPTION: Questions relating to corporate image and
reputation. Perception of the industry/country-oforigin/corporate brand may also be important.
POSITIONING: In relation to important stakeholders,
competitors, and the external environment.
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New Beginnings
• There are multiple approaches in
contemplating the dynamic organism
that is the corporation.
• In the sphere of management there is
nothing more vital, commanding, and
insightful than revealing the
corporation through an identity lens.
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The Ten Ps of the Corporate Marketing Mix
Philosophy
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Summary
• The corporate-level concepts covered in
Revealing the Corporation may represent a
new gestalt of the corporation.
• Because of the problems associated with
many of the concepts examined in this
compilation Balmer and Greyser advocate
that this new gestalt, and management
philosophy should be known as corporatelevel marketing.
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Summary: ii
• This is for historical, practical, and
operational reasons.
• As, such a much broader conceptualization
of the marketing mix is required: from 4Ps
to 10Ps.
• What is clear it that multiple approaches are
required to reveal an organization and the
identity lens affords a commanding and
insightful platform for comprehending the
dimensions of corporate meaning.
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Now this is not the end.
It is not even the beginning of the end.
But it is, perhaps, the end of the beginning.
Sir Winston Churchill, 1942.
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