ch13Distribution Channels(营销管理,菲利普·科特勒教材).ppt

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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 H

14、ospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Travel Agents,Tour Wholesalers,Concierges,Specialists: Brokers & Junket Reps,Internet,Hotel Representatives,Consortia & Reservations Systems,Global DistributionSystems,National, State, and Local Tour Agencies,

15、Marketing Intermediaries,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Channel Behavior,Channel members are dependent upon one another and must work together for the channel to operate successfullyMembers should

16、 understand and accept their roles, coordinate their goals and activities, and cooperate to attain overall channel goals,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Channel Conflict,Horizontal conflict is conf

17、lict between firms at the same level of the channel i.e. retailer to retailerVertical 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 edition Upper Sad

18、dle River, NJ 07458 Kotler, Bowen, and Makens,Channel Organization,A vertical marketing system (VMS) consists of producers, wholesalers, and retailers acting as a unified systemOne channel member either owns the others, has contracts with them, or wields so much power that they all cooperate,2006 Pe

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

20、 Makens,Vertical Marketing Systems,Corporate VMS combines successive stages of production and distribution under single ownership Administered VMS coordinates successive stages of production and distribution through the size and power of the parties Contractual VMS consists of independent firms at d

21、ifferent levels of production and distribution who join through contracts to obtain economies or sales impact,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Franchising,Granting the right to engage in offering, s

22、elling, or distributing goods or services under a marketing format which is designed by the franchisorThe franchisor permits the franchisee to use its trademark, name, and advertisingHigher survival rates,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle Ri

23、ver, NJ 07458 Kotler, Bowen, and Makens,Disadvantages Franchiser,Distribution system other systems can add conflict, Little Caesars going into K-marts cases conflict with other Little Caesars in the area. Consistency Changing operation Pizza Hut adding delivery Advertising expenditures,2006 Pearson

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

25、4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Franchisee Disadvantages,Value of brand name determined by franchiser Introduction of new products determined by franchiser Your reliability tied to the rest of the system,2006 Pearson Education, Inc. Marketing for Hospitality and To

26、urism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,A Franchise is Only as Strong as ,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Channel Organization,Alliances are developed to allow two

27、 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 opportunity Multichannel marketing occurs when a single firm sets up two or more marketing channels to reach one or more customer segments,2006

28、 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Selecting Channel Members,Customer Needs Attracting Channel Members Evaluating Major Channel Alternatives Economic Feasibility of the Channel Member Control Criteria,200

29、6 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Business Location,Understand the marketing strategy and target market of the companyConduct a regional analysis, which involves the selection of geographic market areas

30、Select an area within that region Choose individual sites,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Best Practices,Expedia Orbitz Priceline Travelocity Trip,2006 Pearson Education, Inc. Marketing for Hospita

31、lity and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Key Terms,Administrative VMSAgentAlliancesBroker,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Key Terms,Channel conflictChann

32、el levelContractual VMSCorporate VMS,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Key Terms,Direct marketing channelFranchise organizationHorizontal conflictHorizontal marketing systems (HMS),2006 Pearson Educa

33、tion, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,Key Terms,Multichannel marketing Retailer Vertical conflict Vertical marketing system (VMS) Wholesaler,2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens,