KU Leuven, campus Antwerpen,
Master in Business Administration
Marketing Planning 2022
Prof. Marco Kotschedoff
, Introduction: Marketing Strategy
Mkt
Strategy VS Coroprate strategy
HR Operations
, ,
R xD alle have effect on
Mht .
strategy .
Mkt Principles :
1 AM customer differ →
Managing customer tleterogeneity
Lust from Basic differenc.es
needs personal
•
.
emerge ,
Voering life experience
Unique functional needs for the product
•
Solution :
Manage Cast .
heterogeneity b sekcting a specific segment of customer whose preferente
match the Companies offering and targeting them by highlighting why your product is the
best Solution for them .
ij
, 2 AM customer charge →
Managing Customer Dynamics
They charge because
of
Discrete life events
Typical lifecycle Choice
Learning effects
Changing environmental context s
Solution : MPT recognizes divers customer needs Across the Market and Geeks to select
appropriate target segment
customer within to understand to win
→ MP 2 looks at the each target segment how
and Keeps them as
they charge overtime
by accounting for their woning diversity .
3 AII competities react Sustainable competitie advantage
→
Managing
Firms takeaway customer through Tech .
Innovations ,
Cultural , environmental factors
Solution :
Companies need to build barrier from being copied giving ,
them time to adapt to
Innovations others
of .
"
These barrier
"
: Sustainable competitie advantage ISCAI
3 conditions 1) Customer (are
"
"
2) Company doen it beter than competities
3) Hard to duplicata
Sources SCA 11 Building brands and relationship
of
-
Awareness , Image ,
status , Meaning
-
Unconscious
psychological barrier :
you bug products because you are
used +00 .
2) Innovative Offering
3) Brands , Offering and relationship
→ exam
!
, 4 AN resources are limited →
Managing resource Tradeoffs
Resource constraints can
emerge from different sources :
a ) Firms resource Slack
b) Changes in firms segments
c) Changes in firms product portfolio
d) Changes in current marketing activities
Solution : Understanding the
marginale benefit and cost of every incrementeel dollar to a
segment/ product ,
such that the Ultimate decision is in
proportioneel to the
marginale benefit and cost trade off associated with each
segment/ product .
done
→
Managing tradeoffs ,
which is
by ensuring that allocations to mkt
activities are based on Scientific analysis of their benefits and cost .
Master in Business Administration
Marketing Planning 2022
Prof. Marco Kotschedoff
, Introduction: Marketing Strategy
Mkt
Strategy VS Coroprate strategy
HR Operations
, ,
R xD alle have effect on
Mht .
strategy .
Mkt Principles :
1 AM customer differ →
Managing customer tleterogeneity
Lust from Basic differenc.es
needs personal
•
.
emerge ,
Voering life experience
Unique functional needs for the product
•
Solution :
Manage Cast .
heterogeneity b sekcting a specific segment of customer whose preferente
match the Companies offering and targeting them by highlighting why your product is the
best Solution for them .
ij
, 2 AM customer charge →
Managing Customer Dynamics
They charge because
of
Discrete life events
Typical lifecycle Choice
Learning effects
Changing environmental context s
Solution : MPT recognizes divers customer needs Across the Market and Geeks to select
appropriate target segment
customer within to understand to win
→ MP 2 looks at the each target segment how
and Keeps them as
they charge overtime
by accounting for their woning diversity .
3 AII competities react Sustainable competitie advantage
→
Managing
Firms takeaway customer through Tech .
Innovations ,
Cultural , environmental factors
Solution :
Companies need to build barrier from being copied giving ,
them time to adapt to
Innovations others
of .
"
These barrier
"
: Sustainable competitie advantage ISCAI
3 conditions 1) Customer (are
"
"
2) Company doen it beter than competities
3) Hard to duplicata
Sources SCA 11 Building brands and relationship
of
-
Awareness , Image ,
status , Meaning
-
Unconscious
psychological barrier :
you bug products because you are
used +00 .
2) Innovative Offering
3) Brands , Offering and relationship
→ exam
!
, 4 AN resources are limited →
Managing resource Tradeoffs
Resource constraints can
emerge from different sources :
a ) Firms resource Slack
b) Changes in firms segments
c) Changes in firms product portfolio
d) Changes in current marketing activities
Solution : Understanding the
marginale benefit and cost of every incrementeel dollar to a
segment/ product ,
such that the Ultimate decision is in
proportioneel to the
marginale benefit and cost trade off associated with each
segment/ product .
done
→
Managing tradeoffs ,
which is
by ensuring that allocations to mkt
activities are based on Scientific analysis of their benefits and cost .
