Professional Documents
Culture Documents
Dr Stephen Dann
When this paper was first drafted, the true nature was concealed behind a veinier of post
modern marketing acceptability, as I proposed to have uncovered a hitherto unknown
marketing genius by the name of Theodor Geisel. Theodor, for those not versed in literary
history, is none other than Dr Seuss. The message is still the same - long before Andreasen
strode amongst mortal marketers, Dr Seuss was laying down some valuable marketing
lessons. This paper sets out to uncover the Seuss, the whole Seuss and nothing but the Seuss
(so help me Kotler).
Between 1950 and 1965, a range of marketing texts were released by an unheralded marketing
scholar by the name of Theodor Geisel. At the time, the marketing texts were unrecognised by
industry and academia, who discarded the theories concerning relationship marketing,
promotion, service recovery, and the dangers of product over complication and neglect of
front line service staff. This paper sets out to recognise the role and value of the texts of
Geisel, in light of post modern marketing theory and practice. The paper takes a historical
perspective of how Geisel's works of the 1950s and 1960s integrated many of contemporary
marketing's theories and practices, and how post modernist marketing can benefit from the
insights of this unheralded scholar.
Dr Seuss's work spanned several decades, with the publication of a range of children's books
which acted both as literary training, and introduction to marketing texts. At the time, their
value as marketing texts were unrecognised by industry and academia, who failed to notice
the lessons concerning relationship marketing, promotion, service recovery, and the dangers
of product over complication and neglect of front line service staff being taught to children.
For the most part, the texts were dismissed as childish, nonsensical and irrelevant to industry.
Strangely enough, marketing itself is often on the receiving end of such criticisms, and
accused of being merely applied commonsense instead of being a scientific discipline. But
what if the reason the methods of marketing seem so commonplace and "obvious" is because
they are inadvertently taught to us as children? The 'brandwidth' of the Dr Seuss franchise
rivals Disney, and leaves Kotler as a comparatively unknown phenomena. In order to explore
this idea further, it is first necessary to examine the contemporary view of marketing in
society, before examining the inherent marketing messages in the works of Dr Seuss
Marketing's role in contemporary culture has been under scrutiny in recent years with the rise
in prominence of key marketing and promotional techniques. Tiger Woods wins a major golf
tournament by a record margin, and a portion of the television and news coverage discusses
the marketing implications for Nike. Releases of major movie blockbusters come complete
with coverage of the marketing, promotion and merchandising budgets, and these often make
headlines ahead of the actors, storylines or movie itself. More interest was shown in the
marketing of the Blair Witch Project than in the movie, possibly for justifiable reasons, but
most likely because marketing has become a phenomena in itself.
Since marketing went out of the boardroom and into the mainstream, post modern marketing
research has examined the impact marketing has had on society. Usually this impact comes in
the form of marketing's role for image creation (McEnally and Chernatony, 1999), use of
ethnic groups (Szmigin and Carrigan, 2000), and the usual array of ethical considerations
(Hunt and Vitell, 1986, Waller, 1999). Marketing has also started to become a marketable
element of contemporary culture, with pop icons such as Dilbert (www.dilbert.com) featuring
sketches on marketing, and marketing making cameo appearances in other aspects of
contemporary culture.
The prevalence of marketing in contemporary culture has often disguised the two way
interaction between marketing and society. Society has gained an understanding, and
misunderstanding of many of the key aspects of marketing whilst giving back many ideas to
the study of marketing. Marketing, by responding to popular culture, has gained an
understanding of green marketing, the importance of relationship marketing, and the
appreciation of its role within society as a conveyor of information, attitude and ideal. What
has been lacking in marketing's understanding is how many marketing theories have been
taught from childhood in the most unexpected marketing education medium.
Service failure and Service recovery - The Cat in the Hat Home Entertainment
One of the more famous of the Dr Seuss collected works is the paired books of "The Cat in
the Hat" and "The Cat in the Hat Returns". These two books profiled the endeavours of the
Cat in the Hat home entertainment service, which can be seen to parallel a case examples of
service failure and service recovery. The Cat in the Hat offered a home delivery service, with
a range of services and products with an over emphasis was placed on tricks portfolio. The
service employee, the Cat in the Hat although never clearly stated, appeared to be a franchise
owner, using a corporate uniform of red and white elongated hat, red bow tie, white gloves
and an umbrella all of which was designed to create a strong branding image. Products and
services offered by the Cat were predominantly based on increasing the complexity of the
initial offering of "Up-up-up with a fish". The expanded entertainment service incorporated
the initial Up-up-up with a fish, and added holding up a cup, milk, cake, books, fish (on a
rake), toy ship, toy man, red fan, whilst engaged in fanning (with the red fan) and hopping on
a ball. With the over complication of the service task, resulting quite possibly from a lack of
clear service script, service failure occurred. Complaining behaviour to the service provider
(from fish to Cat) resulted in a second service offering from the cat, despite objections from
the clients. Zeithaml and Bitner (2000) outline the typical response scenario to service
failure, including complaining behaviour directly to the service provider, as was the case with
the fish. This gave Cat in the Hat a service recovery opportunity, which in this instance was
replaced with the production orientation belief that a second service encounter would provide
sufficiently positive outcomes to outweigh the initial service failure. The error on the Cat's
behalf was not to take the complaining behaviour of the client seriously, believing that the
complaint from one, and silence from the other two clients equated tacit support. Zeithaml
also outlines passive complaining behaviour, where the customer does not complain directly,
but refuses to reuse the service. The Cat also compounded the service failure with a second
service failure, this time involving two "Things" (Thing 1 and Thing 2) who were employees
of the Cat in a Hat. Following the second, and more serious service failure, the clients were
left in a difficult situation where damages had been incurred, and senior supervisor of the
clients (their mother), was due to make an inspection. A second instance of complaining
behaviour to the cat:
"Then I said to the cat,"
Now you do as I say.
You pack up those Things
And you take them away"
resulted in the service provider, and his staff, departing from the premise, leaving the
damages behind. Damages from the service encounter where initially estimated as
"And this mess is so big
And so deep and so tall,
We can not pick it up.
There is no way at all"
It was at this point, that the Cat in the Hat offered a service recovery solution. Service
recovery can take many forms, all of which rely on quick action, outcome, procedural and
interactional fairness. In this scenario, the Cat returned to repair the damages caused by his
two previous service offerings. Reinforcement of the Cat in a Hat product experience was
integrated into the service recovery, increasing the consumer satisfaction, decreasing
consumer complaining. Outcome fairness was established by the Cat repairing the damage
done. Procedural fairness, which was lacking in the first service recovery attempt, was
evident by a timely handling of the situation, resolving the problem before Mother's return
home. Cat in the Hat was clearly empowered to make service recovery decisions without
reference to senior management, and was able to make a timely recovery. Interaction fairness
was displayed by the Cat's handling of the mess identified by the clients as the negative
outcome of the service failure. Geisel (1957) makes an interesting use of branding in service
recovery by the Cat's continued reference to his service recovery behaviour as being part of
the product line up of available tricks in his statements of
"Have no fear of this mess
said the Cat in the Hat
I always pick up my playthings
And so…
I will show you another
Good trick that I know!"
Swift recovery of the negative situation, and address a solution to the needs created by the
initial service failures allowed the Cat to prevent future complaining behaviours and redeem
the Cat in a Hat brand name. Although the clients were unlikely to recommend the company
to their supervisor, they were not left out of pocket by the service failures. (See also Geisel
(1958) "The Cat in the Hat Comes Back" for further examples of the Cat's role in service
recovery in the home cleaning industry)
Whilst awareness remains high, the product is still untried by the client. Dr Seuss was
creating a scenario for teaching the use of fifty words, yet he was also demonstrated that
awareness without adoption fails to achieve the objective of the organisation. This was to
become one of the most common complaints level of advertising in the late 1990s (Aitchison
and French-Blake, 1999). In the green eggs scenario, Dr Seuss demonstrates that integrating
the promotional message of trial adoption with a free sample in a low pressure environment,
provides a greater return than the high pressure awareness campaign.
"You do not like them
So you say
Try Them! Try Them!
And you may.
Try them and you may, I say"
Sam!
If you will let me be,
I will try them
You will see
Trial adoption in this case was specified with the soft sell parameter in that trial adoption was
contingent on the Bagozzi (1975) exchange parameter of freedom to leave the exchange being
satisfied. After a positive post trial evaluation, green eggs and ham were adopted. Green eggs
and ham illustrates the need for an emphasis on trial adoption ahead of brand recognition, and
peer pressure, and illustrates the importance of consumer empowerment. Once the consumer
felt they had been empowered to reject the offer with no negative consequences, they were
willing to engage in trial adoption. Until this point of empowerment, they had resisted trial
adoption based on their experience of rejection of the advertising message.
Not for one moment do I claim that Theodor Geisel invented marketing. What this paper sets
out to demonstrate is that marketing exists beyond the 4 Ps, outside of LISREL modelling and
away from an obsessive focus on industry relevance. There are no real implications for
industry because this piece has been about marketing, and the discipline of marketing.
This paper intentionally set out to take a light hearted look at how marketing can be found in
contemporary cultures from the 1950s and 1960s. The emphasis has been on trying to
demonstrate that much of marketing theory can be found in some of the darnedest places in
both contemporary and classic society. Whether industry can learn from the lessons of Cat in
the Hat, or advertising will heed the message complications of Fox in Socks is not the main
concern of this paper.
Marketing itself needs to be able to look at itself, if necessary laugh at itself, and understand
who and what it is, where it has come from, and how it has played a role in society. In a
marketing discipline increasingly hung up on industry relevance, there needs to be a place for
industry irrelevance. Post modern marketing may provide the haven for marketing thoughts
not directly relevant to the bottom line of industry. It may also hold the key for discovering
the next exchange theory through analysis of marketing in contemporary culture and society.
But above all, it may just happen to find marketing hiding where no-one really expected it -
classic children's literature. Marketing is a social process, and the works of Dr Seuss are part
of the socialisation process of many children, who along with learning basic literacy, are
picking up basic marketing as an added bonus. If this is the case, then Dr Seuss's role in
creating acceptance for marketing messages and practices is more significant to industry and
society than most would care to admit. The future of marketing may well depend on how
many children accept the marketing activities of a Cat in a Hat as being a normal part of
society.
REFERENCES
Aitchison, J and French-Blake, N, 1999, Cutting Edge Advertising: How to Create the
World's Best Print for Brands in the 21st Century, Prentice Hall, Sydney.
Bagozzi, R.P. (1975), “Marketing as exchange”, Journal of Marketing, No. 39, pp. 32-39.
Bearden, W.O. & Rose, R.L. (1990). Attention to social comparison information : An
individual difference factor affecting consumer conformity. Journal of Consumer Research,
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Belch, G.E. and Belch, M.A., Introduction to Advertising and Promotion: An Integrated
Marketing Communications Perspective, 4th Edition, Richard D. Irwin Publishers, 1997.
Dahlberg, T (2000) Tiger Woods could become sport's first 1 billion dollar athlete (On-line at
http://www.golf.com/news/gol/pga/2000/06/26/962046207624.html)
Geisel (1957) published as Seuss, Dr, (1957) The Cat in the Hat Collins.
Geisel (1958) published as Seuss, Dr, (1958) The Cat in the Hat Comes Back, Collins.
Geisel (1960) published as Seuss, Dr, (1960) Green eggs and ham, Collins.
Geisel (1961) "Too Many Daves" in Seuss, Dr (1961) The Sneetches and other stories,
Collins.
Geisel (1961) "The Sneetches" in Seuss, Dr (1961) The Sneetches and other stories Collins
Geisel's (1965) "Yertle the Turtle" in Seuss, Dr (1966) "Yertle the Turtle and other stories"
Collins.
McCracken, Grant (1989), "Who is the Celebrity Endorser? Cultural Foundations of the
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corporate strategies, Addison-Wesley Longman
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