Marketing Channel management – Inge Geyskens
,Lecture 1 Marketing Channel Management – Inge Geyskens
What is a marketin chaiiel?
- (Definitiin) A se io ianiintiitiis hi wiak ine hea i mike niiss ivinail ae oia eis
useas
- A set of ornaiizatois
- That work tonether
- To make noods available: (whi niiss iae we iaknin il iu n).
o FMCG/CPG (Fis Mivnin Ciisumea Giiss (ii ii he sheao oia i aiin itmen))
Ciisumea Pickines Giiss ( he sime is FMCGn)
o Ciisumea suail aes: ouain uae, cias e c.
o Iisus ania Paisuc s: eaec aiinc cimpiiei s e c.
o Seavnces: nisuaiices, hinasaessea siaiis e c.
- For eid users, cai be:
o Ciisumeas
o Busniess Cus imeas
- A distributin channel is basically a pipeline that brings giids frim the manufacturer
ti the end user
We iae ninin i iak il iu he ni eaaeaiitiishnp
l e weei he miiuoic uaea iis he ni eamesniay:
he ups aeim pia io he chiiiea iis he
ni eaaeaiitiishnp l e weei he eis usea iis he
ni eamesniay: he siwis aeim pia io he
chiiiea.
Eximpaes ni B2B miake s
, Differeice betweei distributors, retailers aid aneits
Distributor (b2b): hey ike it aes i he niiss, hey puachise he paisuc s oaim he
miiuoic uaea iis iwi he niis. They iae he iwiea, n ns hena ansk.
Retailer (b2c): sime is sns anl u ia l u l usniess i ciisumea nis eis io l 2l .
Aneits: Di ii l ecime he iwiea io he niiss, ns ii s ufes wn h niiss he sns ii seaa.
Ciisumea chiiieas iae usuiaay much aiinea cimpiaes wn h l 2l chiiieas.
Wholesaler: ni he ciisumea niiss miake , we iasi hive i whiaesiae chiiiea, whi l uys
oaim he miiuoic uaea, ciml nies hem, iis seaa hem i ae inaeas (De Miiink Daiikein).
Why is a chaiiel course importait?
Why marketin nraduates should be kiowledneable about chaiiel maianemeit
- Chaiiels are uiiversal/everywhere
o Behnis eveay paisuc /seavnce: iie ia miae chiiieas
- Chaiiels are importait ii ecoiomic terms: heae ns i ai io miiey ninin ii wn hni
chiiieas.
o Ti ia siaes haiunh chiiieas: 1/3 io wiaaswnse iiiuia GDP
- Chaiiels are ai uiderutlized source of compettve advaitane: n ns veay hias i
ike cimpeititve isvii ine haiunh yiua paisuc s, eveay hnin ns l ecimnin snmnaia.
o Dnfeaeiitiitii pi eiitia
o Caeiitii io ei ay l iaaneas: no yiu hive niis ianiintes sns anl uitii chiiiea
ie wiak, n ns hias oia iew ei anes i ei ea he miake , hey mnss
aeaiitiishnps e c.
o Cimmisnitiantiitii: paisuc s iae l ecimnin nicaeisninay snmnaia
Why should we speid tme oi retail maianemeit oi this course?
- Re inaeas hive l ecime veay l nn iis piweaoua iis hns his i ai io ciisequeices. Yiu
iees i hive kiiwaesne il iu hns piwea. Theae’s i shnf oaim l aiis miiuoic uaeas
i ae inaeas.
- How did the retailers become so bin? Twi aeisiis
o Growiin retailer scale:
Iiteriatoializatoi: ninin i miae ciui anes/i hea miake s snice
1970.
Merners aid acquisitois: i naiw hena sciae hey meanes wn h i hea
cimpiines. Fnams ciisnseanin ii ei ay ni ciui anes wheae miiy
,Lecture 1 Marketing Channel Management – Inge Geyskens
What is a marketin chaiiel?
- (Definitiin) A se io ianiintiitiis hi wiak ine hea i mike niiss ivinail ae oia eis
useas
- A set of ornaiizatois
- That work tonether
- To make noods available: (whi niiss iae we iaknin il iu n).
o FMCG/CPG (Fis Mivnin Ciisumea Giiss (ii ii he sheao oia i aiin itmen))
Ciisumea Pickines Giiss ( he sime is FMCGn)
o Ciisumea suail aes: ouain uae, cias e c.
o Iisus ania Paisuc s: eaec aiinc cimpiiei s e c.
o Seavnces: nisuaiices, hinasaessea siaiis e c.
- For eid users, cai be:
o Ciisumeas
o Busniess Cus imeas
- A distributin channel is basically a pipeline that brings giids frim the manufacturer
ti the end user
We iae ninin i iak il iu he ni eaaeaiitiishnp
l e weei he miiuoic uaea iis he ni eamesniay:
he ups aeim pia io he chiiiea iis he
ni eaaeaiitiishnp l e weei he eis usea iis he
ni eamesniay: he siwis aeim pia io he
chiiiea.
Eximpaes ni B2B miake s
, Differeice betweei distributors, retailers aid aneits
Distributor (b2b): hey ike it aes i he niiss, hey puachise he paisuc s oaim he
miiuoic uaea iis iwi he niis. They iae he iwiea, n ns hena ansk.
Retailer (b2c): sime is sns anl u ia l u l usniess i ciisumea nis eis io l 2l .
Aneits: Di ii l ecime he iwiea io he niiss, ns ii s ufes wn h niiss he sns ii seaa.
Ciisumea chiiieas iae usuiaay much aiinea cimpiaes wn h l 2l chiiieas.
Wholesaler: ni he ciisumea niiss miake , we iasi hive i whiaesiae chiiiea, whi l uys
oaim he miiuoic uaea, ciml nies hem, iis seaa hem i ae inaeas (De Miiink Daiikein).
Why is a chaiiel course importait?
Why marketin nraduates should be kiowledneable about chaiiel maianemeit
- Chaiiels are uiiversal/everywhere
o Behnis eveay paisuc /seavnce: iie ia miae chiiieas
- Chaiiels are importait ii ecoiomic terms: heae ns i ai io miiey ninin ii wn hni
chiiieas.
o Ti ia siaes haiunh chiiieas: 1/3 io wiaaswnse iiiuia GDP
- Chaiiels are ai uiderutlized source of compettve advaitane: n ns veay hias i
ike cimpeititve isvii ine haiunh yiua paisuc s, eveay hnin ns l ecimnin snmnaia.
o Dnfeaeiitiitii pi eiitia
o Caeiitii io ei ay l iaaneas: no yiu hive niis ianiintes sns anl uitii chiiiea
ie wiak, n ns hias oia iew ei anes i ei ea he miake , hey mnss
aeaiitiishnps e c.
o Cimmisnitiantiitii: paisuc s iae l ecimnin nicaeisninay snmnaia
Why should we speid tme oi retail maianemeit oi this course?
- Re inaeas hive l ecime veay l nn iis piweaoua iis hns his i ai io ciisequeices. Yiu
iees i hive kiiwaesne il iu hns piwea. Theae’s i shnf oaim l aiis miiuoic uaeas
i ae inaeas.
- How did the retailers become so bin? Twi aeisiis
o Growiin retailer scale:
Iiteriatoializatoi: ninin i miae ciui anes/i hea miake s snice
1970.
Merners aid acquisitois: i naiw hena sciae hey meanes wn h i hea
cimpiines. Fnams ciisnseanin ii ei ay ni ciui anes wheae miiy
