2025-
2026
Samenvatting Marketing
Strategy
,INHOUDSOPGAVE
Marketing Strategy - Introduction to the course ..................................................................................................... 7
What is Marketing? .................................................................................................................................................... 7
What is Strategy? ...................................................................................................................................................... 7
Objectives ................................................................................................................................................................ 7
Prerequisites ............................................................................................................................................................ 7
Aims/outcomes ........................................................................................................................................................ 7
Marketing Strategy - MarkStrat ............................................................................................................................. 7
Markstrat Simulation ................................................................................................................................................. 7
Markstrat: A Tool for Practicing the First Principle Approach to Marketing Strategy ........................................................ 8
What is markstrat? .................................................................................................................................................... 8
MarkStrat Success Depends on Applying First Principles of Marketing ......................................................................... 8
Sonites Have 5 Segments .......................................................................................................................................... 9
Vodites have 3 segments ........................................................................................................................................... 9
Basics .................................................................................................................................................................... 10
Develop Your Strategy and Make Decisions ...........................................................................................................10
Enter Market Mix Decisions for Each Brand ............................................................................................................10
Sample Production Planning Decisions (Adjusts +/- 20%) .......................................................................................10
Allocate Salesforce Across Distribution Channels and Brands................................................................................11
Buy Research Reports as Needed..........................................................................................................................11
Must Stay Within Your Budget ...............................................................................................................................11
Don’t Submit Decisions With Any Errors or Warnings .............................................................................................12
Marketing Strategy - The case of AND1 ................................................................................................................. 12
Top Basketball shoe brands ..................................................................................................................................... 12
The AND1 brand ...................................................................................................................................................... 12
The rise and fall of AND1 (Netflix) ............................................................................................................................. 12
Founding of AND1 ................................................................................................................................................... 13
Prominent product placement of AND1 shirts ........................................................................................................... 13
1999: Launching the first AND1 basketball shoe ....................................................................................................... 13
What was going wrong? ........................................................................................................................................... 13
The free mixtapes & mixtape tour ..........................................................................................................................13
The Mixtape legends .............................................................................................................................................13
What was going well? .............................................................................................................................................. 14
Tipping point: 2000 Vince Carter’s Dunk contest ....................................................................................................14
What is likely to happen if you are successful?.......................................................................................................... 14
MP3: All competitors react! ...................................................................................................................................14
What can happen then? .......................................................................................................................................... 14
The downfall of AND1 ...........................................................................................................................................14
Lessons learned ...................................................................................................................................................14
Marketing Strategy – MP1: Managing Customer Heterogeneity (Market Segmentation) .......................................... 15
1
, Customer Heterogeneity: A Fundamental Assumption of Marketing Strategy .............................................................. 15
In Class Exercise on Customer Heterogeneity........................................................................................................... 16
Heterogeneity ......................................................................................................................................................... 16
Market Segmentation .............................................................................................................................................. 16
Hot tea vs. cold tea example .................................................................................................................................16
Taka Take example ...............................................................................................................................................16
The Coke zero case ..............................................................................................................................................17
5 Sources of Customer Heterogeneity.................................................................................................................. 17
Challenges for market segmentation ........................................................................................................................ 17
Market segmentation by origin? ............................................................................................................................... 17
Customer demographics ......................................................................................................................................... 18
Latent Customer Heterogeneity ............................................................................................................................... 18
Example: AT&T (US) ..............................................................................................................................................18
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 19
Inputs to the Managing Customer Heterogeneity Framework ..................................................................................... 19
SWOT Analysis ........................................................................................................................................................ 20
Evolution of Approaches for Managing Customer Heterogeneity ................................................................................ 20
Assign the following marketing cases to the marketing eras ....................................................................................... 21
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 21
Segmenting, Targeting, and Positioning (STP) Approach ............................................................................................ 21
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 22
Common Uses of Cluster Analysis in Marketing ........................................................................................................ 22
Objectives of Cluster Analysis.................................................................................................................................. 22
Cluster Analysis ...................................................................................................................................................... 23
Segmentation ......................................................................................................................................................... 23
Cluster Analysis is a Good Tool To Group Customers ................................................................................................ 25
Cluster Analysis for Segmentation in MarkStrat ......................................................................................................... 25
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 26
Marketing Strategy – MP1: Managing Customer Heterogeneity (Market Mapping) ................................................... 27
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 27
Recall: STP approach .............................................................................................................................................. 27
Positioning and Market Mapping .............................................................................................................................. 27
Market Mapping ...................................................................................................................................................... 28
Objectives of Perceptual and Preference Mapping .................................................................................................... 28
Objectives of Market Mapping .................................................................................................................................. 29
Vertical vs. Horizontal Differentiation ....................................................................................................................... 29
Hotelling (1929) competition.................................................................................................................................... 29
What if there are too many product attribute dimensions? ......................................................................................... 29
Uses of Perceptual and Preference Mapping in Marketing ......................................................................................... 30
2
, Overview of Methods used in Perceptual and Preference Mapping............................................................................. 30
Using perception ratings to create perceptual maps ................................................................................................. 30
Example:..............................................................................................................................................................31
Using preference ratings to create preference maps ................................................................................................. 31
Overlay the perceptual map with the ideal point preference map ............................................................................... 32
Overlay the perceptual map with the ideal point preference map by Segment ........................................................... 32
Wrap up.................................................................................................................................................................. 32
Perceptual & Preference Maps in MarkStrat .............................................................................................................. 33
Positioning Statement Must Address Three Key Questions ........................................................................................ 33
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 34
You must be specific with your positioning ............................................................................................................... 34
Positioning.............................................................................................................................................................. 34
Marketing Strategy – MP2: All customers change: Managing Customer Dynamics .................................................. 35
Exercise on Customer Dynamics ............................................................................................................................. 35
Customer Dynamics: A Fundamental Assumption of Marketing Strategy .................................................................... 35
All Customers Change ............................................................................................................................................ 36
5 Sources of Customer Dynamics ........................................................................................................................ 37
Marketing Principle #2: All Customers Changeè Managing Customer Dynamics ....................................................... 38
Markstrat Simulation: Making Decisions When Dealing with Customer Dynamics....................................................... 38
Lifecycle Perspective: “Ok” First Approximation ....................................................................................................... 39
Marketing Principle #2: All Customers Changeè Managing Customer Dynamics ....................................................... 40
Unprofitable Customers .......................................................................................................................................... 40
Example: Amazon prime student ...........................................................................................................................41
Example: ING student account .............................................................................................................................41
Customer Lifetime Value (CLV) Analysis ................................................................................................................... 41
CLV in Action .......................................................................................................................................................... 42
An Example (formule niet vanbuiten kennen) .........................................................................................................42
Using CLV to Determine Acquisition Costs of Customers .......................................................................................... 44
Example: RBC (Canada)........................................................................................................................................44
Examples of extreme forms of managing customer dynamics .................................................................................44
CLV in MarkStrat? ................................................................................................................................................... 45
Marketing Principle #2: All Customers Changeè Managing Customer Dynamics ....................................................... 45
What are Choice Models?........................................................................................................................................ 46
Objectives of Logistic Regression Models ................................................................................................................. 46
Common Uses of Logistic Regression Models........................................................................................................... 46
Hidden Markov Model (HMM) Analysis...................................................................................................................... 47
Hidden Markov Model Example: Relationship States and Migration Paths ...............................................................47
Example: HMM Analysis........................................................................................................................................47
Example: HHM Analysis ........................................................................................................................................47
Marketing Strategy – MP3 All Competitors React: Managing Sustainable Competitive Advantage ........................... 48
3
2026
Samenvatting Marketing
Strategy
,INHOUDSOPGAVE
Marketing Strategy - Introduction to the course ..................................................................................................... 7
What is Marketing? .................................................................................................................................................... 7
What is Strategy? ...................................................................................................................................................... 7
Objectives ................................................................................................................................................................ 7
Prerequisites ............................................................................................................................................................ 7
Aims/outcomes ........................................................................................................................................................ 7
Marketing Strategy - MarkStrat ............................................................................................................................. 7
Markstrat Simulation ................................................................................................................................................. 7
Markstrat: A Tool for Practicing the First Principle Approach to Marketing Strategy ........................................................ 8
What is markstrat? .................................................................................................................................................... 8
MarkStrat Success Depends on Applying First Principles of Marketing ......................................................................... 8
Sonites Have 5 Segments .......................................................................................................................................... 9
Vodites have 3 segments ........................................................................................................................................... 9
Basics .................................................................................................................................................................... 10
Develop Your Strategy and Make Decisions ...........................................................................................................10
Enter Market Mix Decisions for Each Brand ............................................................................................................10
Sample Production Planning Decisions (Adjusts +/- 20%) .......................................................................................10
Allocate Salesforce Across Distribution Channels and Brands................................................................................11
Buy Research Reports as Needed..........................................................................................................................11
Must Stay Within Your Budget ...............................................................................................................................11
Don’t Submit Decisions With Any Errors or Warnings .............................................................................................12
Marketing Strategy - The case of AND1 ................................................................................................................. 12
Top Basketball shoe brands ..................................................................................................................................... 12
The AND1 brand ...................................................................................................................................................... 12
The rise and fall of AND1 (Netflix) ............................................................................................................................. 12
Founding of AND1 ................................................................................................................................................... 13
Prominent product placement of AND1 shirts ........................................................................................................... 13
1999: Launching the first AND1 basketball shoe ....................................................................................................... 13
What was going wrong? ........................................................................................................................................... 13
The free mixtapes & mixtape tour ..........................................................................................................................13
The Mixtape legends .............................................................................................................................................13
What was going well? .............................................................................................................................................. 14
Tipping point: 2000 Vince Carter’s Dunk contest ....................................................................................................14
What is likely to happen if you are successful?.......................................................................................................... 14
MP3: All competitors react! ...................................................................................................................................14
What can happen then? .......................................................................................................................................... 14
The downfall of AND1 ...........................................................................................................................................14
Lessons learned ...................................................................................................................................................14
Marketing Strategy – MP1: Managing Customer Heterogeneity (Market Segmentation) .......................................... 15
1
, Customer Heterogeneity: A Fundamental Assumption of Marketing Strategy .............................................................. 15
In Class Exercise on Customer Heterogeneity........................................................................................................... 16
Heterogeneity ......................................................................................................................................................... 16
Market Segmentation .............................................................................................................................................. 16
Hot tea vs. cold tea example .................................................................................................................................16
Taka Take example ...............................................................................................................................................16
The Coke zero case ..............................................................................................................................................17
5 Sources of Customer Heterogeneity.................................................................................................................. 17
Challenges for market segmentation ........................................................................................................................ 17
Market segmentation by origin? ............................................................................................................................... 17
Customer demographics ......................................................................................................................................... 18
Latent Customer Heterogeneity ............................................................................................................................... 18
Example: AT&T (US) ..............................................................................................................................................18
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 19
Inputs to the Managing Customer Heterogeneity Framework ..................................................................................... 19
SWOT Analysis ........................................................................................................................................................ 20
Evolution of Approaches for Managing Customer Heterogeneity ................................................................................ 20
Assign the following marketing cases to the marketing eras ....................................................................................... 21
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 21
Segmenting, Targeting, and Positioning (STP) Approach ............................................................................................ 21
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 22
Common Uses of Cluster Analysis in Marketing ........................................................................................................ 22
Objectives of Cluster Analysis.................................................................................................................................. 22
Cluster Analysis ...................................................................................................................................................... 23
Segmentation ......................................................................................................................................................... 23
Cluster Analysis is a Good Tool To Group Customers ................................................................................................ 25
Cluster Analysis for Segmentation in MarkStrat ......................................................................................................... 25
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 26
Marketing Strategy – MP1: Managing Customer Heterogeneity (Market Mapping) ................................................... 27
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 27
Recall: STP approach .............................................................................................................................................. 27
Positioning and Market Mapping .............................................................................................................................. 27
Market Mapping ...................................................................................................................................................... 28
Objectives of Perceptual and Preference Mapping .................................................................................................... 28
Objectives of Market Mapping .................................................................................................................................. 29
Vertical vs. Horizontal Differentiation ....................................................................................................................... 29
Hotelling (1929) competition.................................................................................................................................... 29
What if there are too many product attribute dimensions? ......................................................................................... 29
Uses of Perceptual and Preference Mapping in Marketing ......................................................................................... 30
2
, Overview of Methods used in Perceptual and Preference Mapping............................................................................. 30
Using perception ratings to create perceptual maps ................................................................................................. 30
Example:..............................................................................................................................................................31
Using preference ratings to create preference maps ................................................................................................. 31
Overlay the perceptual map with the ideal point preference map ............................................................................... 32
Overlay the perceptual map with the ideal point preference map by Segment ........................................................... 32
Wrap up.................................................................................................................................................................. 32
Perceptual & Preference Maps in MarkStrat .............................................................................................................. 33
Positioning Statement Must Address Three Key Questions ........................................................................................ 33
Marketing Principle #1: All Customers Differ è Managing Customer Heterogeneity .................................................... 34
You must be specific with your positioning ............................................................................................................... 34
Positioning.............................................................................................................................................................. 34
Marketing Strategy – MP2: All customers change: Managing Customer Dynamics .................................................. 35
Exercise on Customer Dynamics ............................................................................................................................. 35
Customer Dynamics: A Fundamental Assumption of Marketing Strategy .................................................................... 35
All Customers Change ............................................................................................................................................ 36
5 Sources of Customer Dynamics ........................................................................................................................ 37
Marketing Principle #2: All Customers Changeè Managing Customer Dynamics ....................................................... 38
Markstrat Simulation: Making Decisions When Dealing with Customer Dynamics....................................................... 38
Lifecycle Perspective: “Ok” First Approximation ....................................................................................................... 39
Marketing Principle #2: All Customers Changeè Managing Customer Dynamics ....................................................... 40
Unprofitable Customers .......................................................................................................................................... 40
Example: Amazon prime student ...........................................................................................................................41
Example: ING student account .............................................................................................................................41
Customer Lifetime Value (CLV) Analysis ................................................................................................................... 41
CLV in Action .......................................................................................................................................................... 42
An Example (formule niet vanbuiten kennen) .........................................................................................................42
Using CLV to Determine Acquisition Costs of Customers .......................................................................................... 44
Example: RBC (Canada)........................................................................................................................................44
Examples of extreme forms of managing customer dynamics .................................................................................44
CLV in MarkStrat? ................................................................................................................................................... 45
Marketing Principle #2: All Customers Changeè Managing Customer Dynamics ....................................................... 45
What are Choice Models?........................................................................................................................................ 46
Objectives of Logistic Regression Models ................................................................................................................. 46
Common Uses of Logistic Regression Models........................................................................................................... 46
Hidden Markov Model (HMM) Analysis...................................................................................................................... 47
Hidden Markov Model Example: Relationship States and Migration Paths ...............................................................47
Example: HMM Analysis........................................................................................................................................47
Example: HHM Analysis ........................................................................................................................................47
Marketing Strategy – MP3 All Competitors React: Managing Sustainable Competitive Advantage ........................... 48
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