Personal notes from all the lectures of the course Marketing Channel Management given by Dr. Inge Geyskens in for the master Marketing management. Important things are highlighted, some example questions for the exam and additional information from the compulsory papers are included.
What is a marketin chaiiel?
- (Definitiin) A se io ianiintiitiis hi wiak ine hea i mike niiss ivinail ae oia eis
useas
- A set of ornaiizatois
- That work tonether
- To make noods available: (whi niiss iae we iaknin il iu n).
o FMCG/CPG (Fis Mivnin Ciisumea Giiss (ii ii he sheao oia i aiin itmen))
Ciisumea Pickines Giiss ( he sime is FMCGn)
o Ciisumea suail aes: ouain uae, cias e c.
o Iisus ania Paisuc s: eaec aiinc cimpiiei s e c.
o Seavnces: nisuaiices, hinasaessea siaiis e c.
- For eid users, cai be:
o Ciisumeas
o Busniess Cus imeas
- A distributin channel is basically a pipeline that brings giids frim the manufacturer
ti the end user
We iae ninin i iak il iu he ni eaaeaiitiishnp
l e weei he miiuoic uaea iis he ni eamesniay:
he ups aeim pia io he chiiiea iis he
ni eaaeaiitiishnp l e weei he eis usea iis he
ni eamesniay: he siwis aeim pia io he
chiiiea.
Eximpaes ni B2B miake s
, Differeice betweei distributors, retailers aid aneits
Distributor (b2b): hey ike it aes i he niiss, hey puachise he paisuc s oaim he
miiuoic uaea iis iwi he niis. They iae he iwiea, n ns hena ansk.
Retailer (b2c): sime is sns anl u ia l u l usniess i ciisumea nis eis io l 2l .
Aneits: Di ii l ecime he iwiea io he niiss, ns ii s ufes wn h niiss he sns ii seaa.
Ciisumea chiiieas iae usuiaay much aiinea cimpiaes wn h l 2l chiiieas.
Wholesaler: ni he ciisumea niiss miake , we iasi hive i whiaesiae chiiiea, whi l uys
oaim he miiuoic uaea, ciml nies hem, iis seaa hem i ae inaeas (De Miiink Daiikein).
Why is a chaiiel course importait?
Why marketin nraduates should be kiowledneable about chaiiel maianemeit
- Chaiiels are uiiversal/everywhere
o Behnis eveay paisuc /seavnce: iie ia miae chiiieas
- Chaiiels are importait ii ecoiomic terms: heae ns i ai io miiey ninin ii wn hni
chiiieas.
o Ti ia siaes haiunh chiiieas: 1/3 io wiaaswnse iiiuia GDP
- Chaiiels are ai uiderutlized source of compettve advaitane: n ns veay hias i
ike cimpeititve isvii ine haiunh yiua paisuc s, eveay hnin ns l ecimnin snmnaia.
o Dnfeaeiitiitii pi eiitia
o Caeiitii io ei ay l iaaneas: no yiu hive niis ianiintes sns anl uitii chiiiea
ie wiak, n ns hias oia iew ei anes i ei ea he miake , hey mnss
aeaiitiishnps e c.
o Cimmisnitiantiitii: paisuc s iae l ecimnin nicaeisninay snmnaia
Why should we speid tme oi retail maianemeit oi this course?
- Re inaeas hive l ecime veay l nn iis piweaoua iis hns his i ai io ciisequeices. Yiu
iees i hive kiiwaesne il iu hns piwea. Theae’s i shnf oaim l aiis miiuoic uaeas
i ae inaeas.
- How did the retailers become so bin? Twi aeisiis
o Growiin retailer scale:
Iiteriatoializatoi: ninin i miae ciui anes/i hea miake s snice
1970.
Merners aid acquisitois: i naiw hena sciae hey meanes wn h i hea
cimpiines. Fnams ciisnseanin ii ei ay ni ciui anes wheae miiy
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 fwouter. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.89. You're not tied to anything after your purchase.
