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1、,Chapter 13 Distribution Channels,“Adversarial power relationships work only if you never have to see or work with the other party again.” -Peter Drucker,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Chapter Obj
2、ectives,Describe the nature of distribution channels, and tell why marketing intermediaries are used Understand the different marketing intermediaries available to the hospitality industry and the benefits each of these intermediaries offersKnow how to use the Internet as a distribution channel,2006
3、 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Chapter Objectives,Discuss channel behavior and organization, explaining corporate, contractual, and vertical marketing systems, including franchising Illustrate the cha
4、nnel management decisions of selecting, motivating, and evaluating channel members Identify factors to consider when choosing a business location,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Distribution Channe
5、ls,A distribution channel is a set of independent organizations involved in the process of making a product or service available to the consumer or business user Used to move the customer towards the product,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle
6、 River, NJ 07458 Kotler, Bowen, and Makens,Why Use Marketing Intermediaries?,Selling through wholesalers and retailers usually is much more efficient and cost effective than direct sales,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotl
7、er, Bowen, and Makens,Distribution Channel Functions,Information: gathering and distributing marketing research and intelligence information about the marketing environmentPromotion: developing and spreading persuasive communications about an offer,2006 Pearson Education, Inc. Marketing for Hospital
8、ity and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Distribution Channel Functions,Contact: finding and communicating with prospective buyers Matching: shaping and fitting the offer to the buyers needs, including such activities as manufacturing, grading, assembling,
9、and packaging,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Distribution Channel Functions,Negotiation: agreeing on price and other terms of the offer so that ownership or possession can be transferred Physical
10、distribution: transporting and storing goods,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Distribution Channel Functions,Financing: acquiring and using funds to cover the costs of channel workRisk taking: assum
11、ing financial risks such as the inability to sell inventory at full margin,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Number of Channel Levels,Channel level can be described as distribution channelsDirect mar
12、keting channelRetailerWholesaler,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Customer Marketing Channels,Customer Marketing Channels,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edit
13、ion Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Marketing Intermediaries,Travel Agents Tour Wholesalers Specialists Hotel Reps Concierges,National, State, and Local Agencies Consortia and Reservation Systems Global Distribution Systems Internet,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,
