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Table of Contents

  1. Topic pack - Marketing - introduction
  2. 4.1 The role of marketing - notes
  3. 4.1 The role of marketing - questions
  4. 4.2 Marketing Planning - notes
    1. Marketing planning
    2. The marketing mix
    3. The Total Product Concept
    4. Ethics of marketing
    5. Marketing audit
    6. Porter's five forces
    7. Porter's five forces - activities
    8. Marketing objectives
    9. Market research - introduction
    10. The role of market research
    11. Primary and secondary research
    12. Primary research - information gathering techniques
    13. Observations - case studies
    14. Group-based market research
    15. Market research - summary
    16. Questionnaires
    17. Sampling
    18. Methods of sampling - introduction
    19. Main methods of sampling
    20. Sampling errors
    21. Market segmentation
    22. Consumer Profiles
    23. Types of segments
    24. Demographic segmentation
    25. Psychographic segmentation
    26. Psychographic segmentation - case study
    27. Geographic segmentation
    28. Industrial markets
    29. Targeting
    30. Positioning
    31. Corporate image
    32. Position/perception maps
    33. Unique selling point/proposition USP
    34. Marketing strategies and tactics
    35. Sales forecasting
    36. Qualitative forecasting/data
    37. Forecasting and correlation
    38. Forecasting techniques
    39. Constructing time-series analysis
    40. Moving average
    41. Four point moving average - worked example
    42. Identifying the seasonal variation
  5. 4.2 Marketing planning - questions
  6. 4.3 Product introduction - notes
  7. 4.3 Product - questions
  8. 4.3 Product - simulations and activities
  9. 4.4 Price - notes
  10. 4.4 Price - questions
  11. 4.4 Price - simulations and activities
  12. 4.4 Promotion - notes
  13. 4.5 Promotion - questions
  14. 4.6 Place (distribution) - notes
  15. 4.7 International marketing - notes
  16. 4.7 International marketing - questions
  17. 4.8 E-commerce - notes
  18. 4.8 E-commerce - questions
  19. Printable version

Corporate image

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Corporate image

The corporate image of a firm is the way in which the firm is perceived by consumers and other stakeholders. It can be generalised as being 'what the company stands for'.

Corporate image consists of two components; functional and emotional. The functional component relates to tangible characteristics, while the emotional component is associated with psychological dimensions that are manifested by feelings and attitudes towards a company.

cupsmile.pngCorporate image is a key part of a firm's marketing as the firm wants to make sure that their image is consistent with their products and brand. A priority for marketing departments will be to enhance the firm's corporate image and activities aimed at enhancing this image.

Marketing experts use public relations and other forms of promotion to suggest a mental picture to the public. These activities may include:

  • Public relations - the firm will ensure that its public relations are positioned in such a way as to reinforce or enhance their intended 'corporate image'.
  • Promotion - the firm may use their promotion as an opportunity to enhance the corporate image in the minds of consumers. Corporate advertising may be used to advertise the whole philosophy of the business.
  • Website - the firm's website will be designed in such a way as to help with promotion and other marketing activities, but also to ensure that the corporate image is maintained or enhanced. Companies may for example, stress their environmental credentials or make their social responsibility report prominently available.
  • Rebranding - the company name and logo will all need to match the corporate image and if this is not felt to be the case, then the firm may embark on a rebranding exercise.