STRUCTUUR CURSUS CHANNEL MARKETING
1 HOOFDSTUK 1
Toegevoegde waarde en functi es van de distributi e
1.1 Omschrijving van het begrip ‘distributie’..............................................................................................5
5 functies........................................................................................................................................7
Comeos.........................................................................................................................................16
Bedrijfskolom...............................................................................................................................18
Tussenschakels.............................................................................................................................22
Toegevoegde waarde...................................................................................................................24
Rollen in de distribuerende handel..............................................................................................33
Groothandelaars, kleinhandelaars...............................................................................................34
1.2 Het socio-economische aspect van de distributie..............................................................................35
1.3 Functies van de distributie..................................................................................................................36
Fysieke distributie (materials management + fysieke distributie + servicegraad)......................36
Assortimentsfunctie (diepte + breedte).......................................................................................43
Verstrekken van informatie (showrooming)................................................................................46
1.4 Distributiekanalen en distributiestructuur..........................................................................................50
Distributiekanaal Coca Cola..........................................................................................................61
2 HOOFDSTUK 2
De wereld van distributi e in conti nue verandering
2.1 The wheel of retail (rad der distributie)..............................................................................................64
Fasen: gevestigde orde – nieuwe distributievorm – reactie gevestigde orde - nivellering.........65
2.2 Bewegingen binnen het distributiekanaal..........................................................................................67
Integratie (verticale samenvoeging)............................................................................................67
Differentiatie (verticale splitsing).................................................................................................68
Parallellisatie (horizontale samenvoeging)..................................................................................68
Specialisatie (horizontale splitsing)..............................................................................................69
2.3 Ontwikkeling van horizontale en verticale samenwerkingsvormen...................................................80
Verticale samenwerkingsverbanden (rackjobbing).....................................................................80
Horizontale samenwerkingsverbanden.......................................................................................81
2.4 Schaalvergrotingen..............................................................................................................................85
Nielsen-indeling............................................................................................................................85
2.5 Nieuwe distributievormen (e-commerce)...........................................................................................95
Single channel, multi channel, cross channel en omni channel...................................................97
Zorgt e-commerce voor meer directe kanalen?..........................................................................97
Platformverkoop..........................................................................................................................99
1 HOOFDSTUK 1
Toegevoegde waarde en functi es van de distributi e
1.1 Omschrijving van het begrip ‘distributie’..............................................................................................5
5 functies........................................................................................................................................7
Comeos.........................................................................................................................................16
Bedrijfskolom...............................................................................................................................18
Tussenschakels.............................................................................................................................22
Toegevoegde waarde...................................................................................................................24
Rollen in de distribuerende handel..............................................................................................33
Groothandelaars, kleinhandelaars...............................................................................................34
1.2 Het socio-economische aspect van de distributie..............................................................................35
1.3 Functies van de distributie..................................................................................................................36
Fysieke distributie (materials management + fysieke distributie + servicegraad)......................36
Assortimentsfunctie (diepte + breedte).......................................................................................43
Verstrekken van informatie (showrooming)................................................................................46
1.4 Distributiekanalen en distributiestructuur..........................................................................................50
Distributiekanaal Coca Cola..........................................................................................................61
2 HOOFDSTUK 2
De wereld van distributi e in conti nue verandering
2.1 The wheel of retail (rad der distributie)..............................................................................................64
Fasen: gevestigde orde – nieuwe distributievorm – reactie gevestigde orde - nivellering.........65
2.2 Bewegingen binnen het distributiekanaal..........................................................................................67
Integratie (verticale samenvoeging)............................................................................................67
Differentiatie (verticale splitsing).................................................................................................68
Parallellisatie (horizontale samenvoeging)..................................................................................68
Specialisatie (horizontale splitsing)..............................................................................................69
2.3 Ontwikkeling van horizontale en verticale samenwerkingsvormen...................................................80
Verticale samenwerkingsverbanden (rackjobbing).....................................................................80
Horizontale samenwerkingsverbanden.......................................................................................81
2.4 Schaalvergrotingen..............................................................................................................................85
Nielsen-indeling............................................................................................................................85
2.5 Nieuwe distributievormen (e-commerce)...........................................................................................95
Single channel, multi channel, cross channel en omni channel...................................................97
Zorgt e-commerce voor meer directe kanalen?..........................................................................97
Platformverkoop..........................................................................................................................99
