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!
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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
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