Summary Marketing Channel
Management
Period Semester 1 of 2017-2018
Lecturer Prof. dr. I. Geyskens
Summary made by Mirte van Schaijk
Including The lectures, Webclips
Excluding Guest lecture, Assigments
Version 1
,SUMMARY MARKETING CHANNEL MANAGEMENT 2017-2018 SEND TO : STUVIA
Index
Module 1 Setting the scene Week 1 .............................................................................................. 4
1 What is a marketing Channel? ................................................................................................... 4
2 Why is a channel course important?.......................................................................................... 5
Module 2 Channel design Week 1 .................................................................................................. 7
Three strategic channel decisions ...................................................................................................... 7
1 Channel length ............................................................................................................................ 7
2 Distribution intensity ................................................................................................................ 10
3 Number of channels.................................................................................................................. 11
4 Application – Iphone newspaper clipping ............................................................................... 12
Module 3 Vertical integration & contrcts Week 2 .......................................................................... 13
1 Vertical integration ................................................................................................................... 14
2 Contracts ................................................................................................................................... 18
Module 4 Bricks and clicks Week 2............................................................................................... 21
1 Needs of the customers (clip 1) .............................................................................................. 21
2 From multi-channel to omni-channel (clip 2).......................................................................... 22
3 From pure player to marketplace (clip 3) ............................................................................... 25
Module 5 Assignment 1 on partnerships Week 3 ........................................................................... 27
Module 6 Partnerships Week 3.................................................................................................... 28
1 What is a partnership? ......................................................................................................... 28
2 Can a relationship between unequal’s be turned into a partnership? ................................... 29
3 Breeding trust ........................................................................................................................... 30
4 Application – newspaper clipping ............................................................................................ 32
Module 7 Assortment decisions Week 4 ....................................................................................... 33
1 Terminology (terms) ................................................................................................................ 33
2 History: before and now .......................................................................................................... 34
3 Retail assortment optimization ................................................................................................ 36
4 Online assortment .................................................................................................................... 39
Module 8 Category captainship Week 4 ....................................................................................... 42
1 The role of category captains ................................................................................................... 42
2 Category captains: who wins, who loses? ............................................................................... 43
3 Recommendations for retailer, captain supplier, non-captain supplier................................. 45
Module 9 Assignment 2 on price promotions Week 5 ................................................................... 45
Module 10 Price & promotion decisions Week 5 ......................................................................... 46
1 HiLo............................................................................................................................................ 47
2 Every Day Low Pricing (EDLP) ................................................................................................... 52
Page 2 of 62
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,SUMMARY MARKETING CHANNEL MANAGEMENT 2017-2018 SEND TO : STUVIA
Module 11 Assignment 3 on private labels Week 6 ...................................................................... 52
Module 12 Guest Lecture Private Labels Week 6.......................................................................... 52
Module 13 Private Label Week 7 ................................................................................................. 53
1 Misconceptions about private labels ....................................................................................... 53
2 When are private labels successful? ........................................................................................ 54
3 How can retailers boost private label success? ....................................................................... 55
4 How can brand manufacturers successfully fight back? ......................................................... 57
Module 14 Hard discounters Week 7 .......................................................................................... 59
1 Business model ......................................................................................................................... 59
2 How do brand manufacturers react to discounter success? ................................................... 60
3 How do mainstream retailers react to discounter success? ................................................... 62
Page 3 of 62
MADE BY: MIRTE VAN SCHAIJK
, SUMMARY MARKETING CHANNEL MANAGEMENT 2017-2018 SEND TO : STUVIA
Module 1 Setting the scene Week 1
th
Date 30 of August 2017
Reading
1 What is a marketing Channel?
Marketing A set of organizations
Channel That work together
To make goods available
For end users
When they cooperate, they need each other for their goals
Goods FMCG Fast Moving Consumer Goods groceries tore products
CPG Consumer packaged Goods groceries tore products (US terms)
Consumer durables fourniture, laptops
Industrial Products
Services fastfood restaurants
End users Consumers
Business customers
The simplest version of a Marketing Channel
At the right, you see the simplest version of a marketing Channel.
Manufacturer Makes the product
Intermediary Is not an end user and not a manufacturer
End users Uses the product
Upstream Discuss first part of course
Downstream Discuss second part of course
Marketing Channel for B2B
Distributor channel Agent channel Agent distributor channel
Simple Simple Most complex for B2B
Distributor Purchases the good and then sell it. The distributor has the risk in not selling it.
Agent Doesn’t buy the products, but sells them for the manufacturer/distributor.
Page 4 of 62
MADE BY: MIRTE VAN SCHAIJK
Management
Period Semester 1 of 2017-2018
Lecturer Prof. dr. I. Geyskens
Summary made by Mirte van Schaijk
Including The lectures, Webclips
Excluding Guest lecture, Assigments
Version 1
,SUMMARY MARKETING CHANNEL MANAGEMENT 2017-2018 SEND TO : STUVIA
Index
Module 1 Setting the scene Week 1 .............................................................................................. 4
1 What is a marketing Channel? ................................................................................................... 4
2 Why is a channel course important?.......................................................................................... 5
Module 2 Channel design Week 1 .................................................................................................. 7
Three strategic channel decisions ...................................................................................................... 7
1 Channel length ............................................................................................................................ 7
2 Distribution intensity ................................................................................................................ 10
3 Number of channels.................................................................................................................. 11
4 Application – Iphone newspaper clipping ............................................................................... 12
Module 3 Vertical integration & contrcts Week 2 .......................................................................... 13
1 Vertical integration ................................................................................................................... 14
2 Contracts ................................................................................................................................... 18
Module 4 Bricks and clicks Week 2............................................................................................... 21
1 Needs of the customers (clip 1) .............................................................................................. 21
2 From multi-channel to omni-channel (clip 2).......................................................................... 22
3 From pure player to marketplace (clip 3) ............................................................................... 25
Module 5 Assignment 1 on partnerships Week 3 ........................................................................... 27
Module 6 Partnerships Week 3.................................................................................................... 28
1 What is a partnership? ......................................................................................................... 28
2 Can a relationship between unequal’s be turned into a partnership? ................................... 29
3 Breeding trust ........................................................................................................................... 30
4 Application – newspaper clipping ............................................................................................ 32
Module 7 Assortment decisions Week 4 ....................................................................................... 33
1 Terminology (terms) ................................................................................................................ 33
2 History: before and now .......................................................................................................... 34
3 Retail assortment optimization ................................................................................................ 36
4 Online assortment .................................................................................................................... 39
Module 8 Category captainship Week 4 ....................................................................................... 42
1 The role of category captains ................................................................................................... 42
2 Category captains: who wins, who loses? ............................................................................... 43
3 Recommendations for retailer, captain supplier, non-captain supplier................................. 45
Module 9 Assignment 2 on price promotions Week 5 ................................................................... 45
Module 10 Price & promotion decisions Week 5 ......................................................................... 46
1 HiLo............................................................................................................................................ 47
2 Every Day Low Pricing (EDLP) ................................................................................................... 52
Page 2 of 62
MADE BY: MIRTE VAN SCHAIJK
,SUMMARY MARKETING CHANNEL MANAGEMENT 2017-2018 SEND TO : STUVIA
Module 11 Assignment 3 on private labels Week 6 ...................................................................... 52
Module 12 Guest Lecture Private Labels Week 6.......................................................................... 52
Module 13 Private Label Week 7 ................................................................................................. 53
1 Misconceptions about private labels ....................................................................................... 53
2 When are private labels successful? ........................................................................................ 54
3 How can retailers boost private label success? ....................................................................... 55
4 How can brand manufacturers successfully fight back? ......................................................... 57
Module 14 Hard discounters Week 7 .......................................................................................... 59
1 Business model ......................................................................................................................... 59
2 How do brand manufacturers react to discounter success? ................................................... 60
3 How do mainstream retailers react to discounter success? ................................................... 62
Page 3 of 62
MADE BY: MIRTE VAN SCHAIJK
, SUMMARY MARKETING CHANNEL MANAGEMENT 2017-2018 SEND TO : STUVIA
Module 1 Setting the scene Week 1
th
Date 30 of August 2017
Reading
1 What is a marketing Channel?
Marketing A set of organizations
Channel That work together
To make goods available
For end users
When they cooperate, they need each other for their goals
Goods FMCG Fast Moving Consumer Goods groceries tore products
CPG Consumer packaged Goods groceries tore products (US terms)
Consumer durables fourniture, laptops
Industrial Products
Services fastfood restaurants
End users Consumers
Business customers
The simplest version of a Marketing Channel
At the right, you see the simplest version of a marketing Channel.
Manufacturer Makes the product
Intermediary Is not an end user and not a manufacturer
End users Uses the product
Upstream Discuss first part of course
Downstream Discuss second part of course
Marketing Channel for B2B
Distributor channel Agent channel Agent distributor channel
Simple Simple Most complex for B2B
Distributor Purchases the good and then sell it. The distributor has the risk in not selling it.
Agent Doesn’t buy the products, but sells them for the manufacturer/distributor.
Page 4 of 62
MADE BY: MIRTE VAN SCHAIJK
