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!
[Meer zien]
Laatste update van het document: 11 maanden geleden
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
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper thimo2000. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €7,50. Je zit daarna nergens aan vast.
