ch13DistributionChannels营销管理

1、Chapter 13 Distribution Channels ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens “Adversarial power relationships work only if you never have to see or work with the other party again.” -Peter Drucker ?2006 Pears

2、on Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Chapter Objectives ? Describe the nature

3、 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 offers ? Know how to use the Internet as a distribution channel ?2006 Pearson Education, I

4、nc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Chapter Objectives ? Discuss channel behavior and organ

5、ization, explaining corporate, contractual, and vertical marketing systems, including franchising ? Illustrate the channel management decisions of selecting, motivating, and evaluating channel members ? Identify factors to consider when choosing a business location ?2006 Pearson Education, Inc. Mark

6、eting for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Distribution Channels ? A distribution channel is a set of inde

7、pendent 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 ?2006 Pearson Education, Inc. Marketing for Hospita

8、lity and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, 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 E

9、ducation, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Distribution Channel Functions ?Information:

10、 gathering and distributing marketing research and intelligence information about the marketing environment ? Promotion: developing and spreading persuasive communications about an offer ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Ma

11、rketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Distribution Channel Functions ?Contact: finding and communicating with prospective buyers ?Matching: shaping and fitting the offer to the buy

12、ers needs, including such activities as manufacturing, grading, assembling, and packaging ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River,

13、 NJ 07458 Kotler, Bowen, and MakensKotler, 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 distribution: transporting and storing goods ?2006 Pearson Education, Inc. Marketing f

14、or Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Distribution Channel Functions ?Financing: acquiring and using funds t

15、o cover the costs of channel work ?Risk taking: assuming financial risks such as the inability to sell inventory at full margin ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Sadd

16、le River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Number of Channel Levels ? Channel level can be described as distribution channels ? Direct marketing channel ? Retailer ? Wholesaler ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism

17、, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Customer Marketing Channels Customer Marketing Channels ?2006 Pearson Education, Inc. Marketing

18、for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Marketing Intermediaries ? National, State, ? Travel Agents and Local

19、 ? Tour Wholesalers Agencies ? Specialists ? Consortia and Reservation ? Hotel Reps Systems ? Concierges ? Global Distribution Systems ? Internet ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th

20、edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Marketing Intermediaries Travel Agents Tour Wholesalers Specialists: Brokers & Junket Reps Concierges Internet Global Distribution Systems Hotel Representatives National, State, a

21、nd Local Tour Agencies Consortia & Reservations Systems ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and M

22、akensKotler, Bowen, and Makens Channel Behavior ? Channel members are dependent upon one another and must work together for the channel to operate successfully ? Members should understand and accept their roles, coordinate their goals and activities, and cooperate to attain overall channel goals ?20

23、06 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Channel Conflict ? Horizontal co

24、nflict is conflict between firms at the same level of the channel i.e. retailer to retailer ? Vertical conflict, which is more common, refers to conflicts between different levels of the same channel i.e. retailer to wholesaler ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th

25、 edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Channel Organization ? A vertical marketing system (VMS) consists of producers, wholesalers, and reta

26、ilers acting as a unified system ? One channel member either owns the others, has contracts with them, or wields so much power that they all cooperate ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism,

27、 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Conventional vs. Vertical Marketing Channels ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospital

28、ity and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Vertical Marketing Systems ? Corporate VMS combines successive stages of production and distribution under single ownership ? Administered VMS coordinates success

29、ive stages of production and distribution through the size and power of the parties ? Contractual VMS consists of independent firms at different levels of production and distribution who join through contracts to obtain economies or sales impact ?2006 Pearson Education, Inc. Marketing for Hospitalit

30、y and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Franchising ? Granting the right to engage in offering, selling, or distributing go

31、ods or services under a marketing format which is designed by the franchisor ? The franchisor permits the franchisee to use its trademark, name, and advertising ? Higher survival rates ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Mark

32、eting for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Disadvantages Franchiser ?Distribution system other systems can add conflict, Little Caesars going into K-marts cases conflict with other Little

33、 Caesars in the area. Consistency Changing operation Pizza Hut adding delivery Advertising expenditures ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper

34、 Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Franchisee Advantages Brand Name Marketing Support Contracts Plans and Systems Reservation systems- Customers ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Mark

35、eting for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Franchisee Disadvantages ?Value of brand name determined by franchiser Introduction of new products determined by franchiser Your reliability ti

36、ed to the rest of the system ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens

37、A Franchise is Only as Strong as Brand Name Market demand for the product Competitive Advantage system ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper

38、Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Channel Organization ? Alliances are developed to allow two organizations to benefit from each others strengths ? Horizontal marketing systems are two or more companies at one level that join to follow a new marketing opportun

39、ity ? Multichannel marketing occurs when a single firm sets up two or more marketing channels to reach one or more customer segments ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper

40、 Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Selecting Channel Members ? Customer Needs ? Attracting Channel Members ? Evaluating Major Channel Alternatives Economic Feasibility of the Channel Member Control Criteria ?2006 Pearson Education,

41、 Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Business Location 1.Understand the marketing strategy

42、 and target market of the company 2.Conduct a regional analysis, which involves the selection of geographic market areas 3.Select an area within that region 4.Choose individual sites ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Market

43、ing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and Makens Best Practices ?Expedia Orbitz Priceline Travelocity Trip ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition ?2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Upper Saddle River, NJ 07458 Kotler, Bowen, and MakensKotler, Bowen, and M