Marketing Channel Summary:
Module 1: Setting the Stage – Interactive Lecture
What does “Retail” or “Channel” mean to you?
Shopping, Amazon
- Ready to use goods
- B2C
- Sales skills & selling
- Assistance
- Inventory
- Targeted ads, data
- Black Friday and Discounts
- Connection
- Excitement
- Sustainable growth
- Overconsumption
What does Retail/Channel Management mean?
= getting to product to consumers
- Involves relations between (brand) manufacturers and (retail) intermediaries
- But it’s complicated…
- And ever changing…
What is a marketing channel?= a path to the consumer
- A set of organisations that work together to make goods available for end users
o FMCG/CPG (fast moving consumer goods, consumer packaged goods)
o Consumer durables
o Industrial products
o Services
▪ Consumers
, ▪ Business consumers
What is the single largest company in the world?
Walmart, Shell, United Healthcare, Exxon, Apple, Amazon, Aramco
What is the state of retailing?
The good, the bad, the ugly?
What is your general impression?
Some examples of retailers doing well, not so well, really bad?
E-commerce rules the downside is that it pushes other retailers out, mostly local and small
,A wide range of different stores are closing down due to e-commerce
Customer satisfaction is going down, the bigger retailers are also struggling such as Amazon
, Covid only accelerated the process that was already going
Amazon killed everyone else, it disrupted everything
What is the % of retail sales occurring online? (% of sales through e-commerce)?
Module 1: Setting the Stage – Interactive Lecture
What does “Retail” or “Channel” mean to you?
Shopping, Amazon
- Ready to use goods
- B2C
- Sales skills & selling
- Assistance
- Inventory
- Targeted ads, data
- Black Friday and Discounts
- Connection
- Excitement
- Sustainable growth
- Overconsumption
What does Retail/Channel Management mean?
= getting to product to consumers
- Involves relations between (brand) manufacturers and (retail) intermediaries
- But it’s complicated…
- And ever changing…
What is a marketing channel?= a path to the consumer
- A set of organisations that work together to make goods available for end users
o FMCG/CPG (fast moving consumer goods, consumer packaged goods)
o Consumer durables
o Industrial products
o Services
▪ Consumers
, ▪ Business consumers
What is the single largest company in the world?
Walmart, Shell, United Healthcare, Exxon, Apple, Amazon, Aramco
What is the state of retailing?
The good, the bad, the ugly?
What is your general impression?
Some examples of retailers doing well, not so well, really bad?
E-commerce rules the downside is that it pushes other retailers out, mostly local and small
,A wide range of different stores are closing down due to e-commerce
Customer satisfaction is going down, the bigger retailers are also struggling such as Amazon
, Covid only accelerated the process that was already going
Amazon killed everyone else, it disrupted everything
What is the % of retail sales occurring online? (% of sales through e-commerce)?
