MARKETING CHANNEL MANAGEMENT
INHOUDSOPGAVE
TUTORIAL 1 ............................................................................................................................................................... 2
WEBCLIP 2.1 CHANNEL DESIGN - WHY GO (IN)DIRECT? .............................................................................................. 2
WEBCLIP 2.2 CHANNEL DESIGN - 3P MARKETPLACES ................................................................................................. 4
WEBCLIP 2.3 CHANNEL DESIGN - MULTICHANNEL...................................................................................................... 5
WEBCLIP 2.4 CHANNEL DESIGN - GREY MARKETS ...................................................................................................... 6
WEBCLIP 2.5 CHANNEL DESIGN – OMNICHANNEL ...................................................................................................... 6
WEBCLIP 4.1 PARTNERSHIPS – DEFINITION ................................................................................................................ 7
WEBCLIP 4.2 PARTNERSHIPS – POWER ...................................................................................................................... 8
WEBCLIP 4.3 PARTNERSHIPS – BETWEEN UNEQUALS ................................................................................................ 9
WEBCLIP 6.1 ASSORTMENTS - ASSORTMENT SIZE .................................................................................................... 10
WEBCLIP 6.2 ASSORTMENTS – WHICH SKUS TO (DE)LIST ......................................................................................... 12
WEBCLIP 6.3 ASSORTMENTS - ONLINE ..................................................................................................................... 13
WEBCLIP 6.4 ASSORTMENTS – CATEGORY CAPTAINSHIP ......................................................................................... 14
WEBCLIP 8.1 PRIVATE LABELS – STATE OF AFFAIRS .................................................................................................. 16
WEBCLIP 8.2 PRIVATE LABELS – HOW RETAILERS CAN BOOST PRIVATE LABELS SUCCESS ......................................... 17
WEBCLIP 8.3 PRIVATE LABELS – HOW BRAND MANUFACTURERS CAN PRIVATE LABELS SUCCESS ............................ 19
WEBCLIP 10.1 PRICE AND PROMOTIONS – PRICING AND CONSUMER PRICE PROMOTIONS ..................................... 20
WEBCLIP 10.2 PRICE AND PROMOTIONS – TRADE PROMOTIONS............................................................................. 23
WEBCLIP 10.3 PRICE AND PROMOTIONS – EVERY DAY LOW PRICING ...................................................................... 25
WEBCLIP 12.1 VALUE RETAILERS – HARD DISCOUNTERS .......................................................................................... 26
WEBCLIP 12.2 VALUE RETAILERS – REACTIONS OF BRAND MANUFACTURERS .......................................................... 27
WEBCLIP 12.3 VALUE RETAILERS – REACTIONS OF CONVENTIONAL RETAILERS ........................................................ 29
MARKETING CHANNEL MANAGEMENT 1
, TUTORIAL 1
Marketing channel
A set of organizations that work together to make goods available for end users.
Goods
• FMCG (fast moving consumer goods) / CPG (consumer packaged goods)
• Consumer durables
• Industrial products
• Services
End users
• Consumers
• Business consumers
Simplest distribution channel
See the image on the right. à
Why know about channel management?
• Channels are universal: so are channel decisions,
behind every product/service; one or more channels
• Channels are important in economic terms
• Channels can be a source of competitive advantage
The retail apocalypse
Stores are closing. Retailers are suffering. A lot of bankruptcy. Caused by the shift from offline to online.
In the Netherlands 10.3% of sales occur online. In the USA 14.9% of the sales occur online.
Exam info
Written, closed book, English (1005)
• Number of statements: true or false, including statement why
• Mini case studies: apply the theory and justify
WEBCLIP 2.1 CHANNEL DESIGN - WHY GO (IN)DIRECT?
Two types of channels:
1. Direct channels
Sell your product to the consumer directly. If you sell directly, the manufacturer remains the owner of
the products, holds the inventory and sets the consumer price.
2. Indirect channels
Sell your product to the consumers through independent companies, specialized in retail. You sell your
products to one or more middlemen’s (or; resellers, retailers, intermediary) who will move your
products to the consumers. Can be physical and online retailers. The middlemen are always
independent firms, not owned by manufacturer. They buy products and then they own these products
and hold them in inventory. They set the consumer price for the products (not the manufacturer).
Because the middlemen own the product.
MARKETING CHANNEL MANAGEMENT 2
INHOUDSOPGAVE
TUTORIAL 1 ............................................................................................................................................................... 2
WEBCLIP 2.1 CHANNEL DESIGN - WHY GO (IN)DIRECT? .............................................................................................. 2
WEBCLIP 2.2 CHANNEL DESIGN - 3P MARKETPLACES ................................................................................................. 4
WEBCLIP 2.3 CHANNEL DESIGN - MULTICHANNEL...................................................................................................... 5
WEBCLIP 2.4 CHANNEL DESIGN - GREY MARKETS ...................................................................................................... 6
WEBCLIP 2.5 CHANNEL DESIGN – OMNICHANNEL ...................................................................................................... 6
WEBCLIP 4.1 PARTNERSHIPS – DEFINITION ................................................................................................................ 7
WEBCLIP 4.2 PARTNERSHIPS – POWER ...................................................................................................................... 8
WEBCLIP 4.3 PARTNERSHIPS – BETWEEN UNEQUALS ................................................................................................ 9
WEBCLIP 6.1 ASSORTMENTS - ASSORTMENT SIZE .................................................................................................... 10
WEBCLIP 6.2 ASSORTMENTS – WHICH SKUS TO (DE)LIST ......................................................................................... 12
WEBCLIP 6.3 ASSORTMENTS - ONLINE ..................................................................................................................... 13
WEBCLIP 6.4 ASSORTMENTS – CATEGORY CAPTAINSHIP ......................................................................................... 14
WEBCLIP 8.1 PRIVATE LABELS – STATE OF AFFAIRS .................................................................................................. 16
WEBCLIP 8.2 PRIVATE LABELS – HOW RETAILERS CAN BOOST PRIVATE LABELS SUCCESS ......................................... 17
WEBCLIP 8.3 PRIVATE LABELS – HOW BRAND MANUFACTURERS CAN PRIVATE LABELS SUCCESS ............................ 19
WEBCLIP 10.1 PRICE AND PROMOTIONS – PRICING AND CONSUMER PRICE PROMOTIONS ..................................... 20
WEBCLIP 10.2 PRICE AND PROMOTIONS – TRADE PROMOTIONS............................................................................. 23
WEBCLIP 10.3 PRICE AND PROMOTIONS – EVERY DAY LOW PRICING ...................................................................... 25
WEBCLIP 12.1 VALUE RETAILERS – HARD DISCOUNTERS .......................................................................................... 26
WEBCLIP 12.2 VALUE RETAILERS – REACTIONS OF BRAND MANUFACTURERS .......................................................... 27
WEBCLIP 12.3 VALUE RETAILERS – REACTIONS OF CONVENTIONAL RETAILERS ........................................................ 29
MARKETING CHANNEL MANAGEMENT 1
, TUTORIAL 1
Marketing channel
A set of organizations that work together to make goods available for end users.
Goods
• FMCG (fast moving consumer goods) / CPG (consumer packaged goods)
• Consumer durables
• Industrial products
• Services
End users
• Consumers
• Business consumers
Simplest distribution channel
See the image on the right. à
Why know about channel management?
• Channels are universal: so are channel decisions,
behind every product/service; one or more channels
• Channels are important in economic terms
• Channels can be a source of competitive advantage
The retail apocalypse
Stores are closing. Retailers are suffering. A lot of bankruptcy. Caused by the shift from offline to online.
In the Netherlands 10.3% of sales occur online. In the USA 14.9% of the sales occur online.
Exam info
Written, closed book, English (1005)
• Number of statements: true or false, including statement why
• Mini case studies: apply the theory and justify
WEBCLIP 2.1 CHANNEL DESIGN - WHY GO (IN)DIRECT?
Two types of channels:
1. Direct channels
Sell your product to the consumer directly. If you sell directly, the manufacturer remains the owner of
the products, holds the inventory and sets the consumer price.
2. Indirect channels
Sell your product to the consumers through independent companies, specialized in retail. You sell your
products to one or more middlemen’s (or; resellers, retailers, intermediary) who will move your
products to the consumers. Can be physical and online retailers. The middlemen are always
independent firms, not owned by manufacturer. They buy products and then they own these products
and hold them in inventory. They set the consumer price for the products (not the manufacturer).
Because the middlemen own the product.
MARKETING CHANNEL MANAGEMENT 2
