This summary covers all the material for the Marketing Channel Management (328244-M-6) course and exam (2023). Including detailed notes from the Interactive Lectures and Web Clips + Practice Exam Questions!
Table of Contents
Module 1: Setting the Scene (2023)................................................................................................. 3
1.1 What does “retail” or “channel” mean?..................................................................................... 3
1.2 The state of retailing...................................................................................................................4
1.3 The back story: the retail apocalypse......................................................................................... 4
1.4 From online to offline.................................................................................................................6
Module 2: Channel Design...............................................................................................................8
2.1 Why go (in)direct?...................................................................................................................... 8
2.2 Marketplaces............................................................................................................................ 10
2.3 Multichannel............................................................................................................................ 12
2.4 Grey markets............................................................................................................................ 13
2.5 Omnichannel............................................................................................................................ 14
Module 3: Channel Design – Interactive Lecture............................................................................ 16
iPhone case.................................................................................................................................... 16
Nike case (1)................................................................................................................................... 17
Nike case (2)................................................................................................................................... 18
Moroccanoil case............................................................................................................................19
Module 4: Partnerships................................................................................................................. 20
4.1 Definition..................................................................................................................................20
4.2 Power........................................................................................................................................21
4.3 Partnerships between unequals............................................................................................... 22
Module 5: Partnerships – Interactive Lecture.................................................................................24
Case 1: Conflict delisting................................................................................................................ 25
Case 2: Target Case.........................................................................................................................27
Case 3: Walmart & P&G..................................................................................................................29
Module 6: Assortment & Promotions............................................................................................ 31
6.1 Assortment size........................................................................................................................ 31
6.2 Assortments: Which SKUs to (de)list........................................................................................ 32
6.3 Online Assortments.................................................................................................................. 34
6.4 Category captainship................................................................................................................ 36
6.5 Consumer promotions..............................................................................................................38
6.6 Trade Promotions..................................................................................................................... 41
6.7 Every Day Low Pricing (EDLP)................................................................................................... 42
Module 7: Assortment & Promotions - Interactive Lecture............................................................ 44
Case 1: Fashion’s great handbag crash........................................................................................... 44
Case 2: Corona and stockpiling.......................................................................................................46
Case 3: Switching to EDLP (JC Penney)........................................................................................... 49
Module 8: Private Labels............................................................................................................... 51
8.1 Private labels - State of affairs.................................................................................................. 51
8.2 How retailers can boost private label success.......................................................................... 52
8.3 How brand manufacturers can fight PL success....................................................................... 54
Module 9: Private Labels - Interactive Lecture............................................................................... 56
, Case 1: Private Labels and Recessions............................................................................................56
Case 2: Costco & Gillette................................................................................................................ 57
Case 3: Amazon Goes Dog Food..................................................................................................... 59
Case 4: ABInBev vs Aldi...................................................................................................................60
Case 5: Assortment Decisions........................................................................................................ 60
Module 10: Value Disruptors......................................................................................................... 62
10.1 Hard discounters as value disruptors..................................................................................... 62
10.2 Brand manufacturers’ reactions to hard discounters............................................................. 63
10.3 Conventional retailers’ reactions to hard discounters............................................................65
Module 11: Value Disruptors - Interactive Lecture......................................................................... 66
Case 1: Coca-Cola........................................................................................................................... 67
Case 2: Tony’s Chocolonely & Aldi.................................................................................................. 68
Wrap-Up Q&A............................................................................................................................... 72
Examples of Exam Questions..........................................................................................................72
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller thimo2000. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.06. You're not tied to anything after your purchase.
