ch13DistributionChannels营销管理菲利普科特勒教.ppt

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter 13Distribution Channels©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper 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 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter Objectives•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 offers•Know how to use the Internet as a distribution channel©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChapter Objectives•Discuss channel behavior and organization, 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. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensDistribution Channels•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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensWhy 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensDistribution Channel Functions•Information: 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensDistribution Channel Functions•Contact: finding and communicating with prospective buyers •Matching: shaping and fitting the offer to the buyer’s needs, including such activities as manufacturing, grading, assembling, and packaging ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensDistribution 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 for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensDistribution Channel Functions•Financing: acquiring and using funds to 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensNumber 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, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensCustomer Marketing ChannelsCustomer Marketing Channels©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensMarketing 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensTravel AgentsTour WholesalersConciergesSpecialists: Brokers & Junket RepsInternetHotel Representatives Consortia & Reservations SystemsGlobal Distribution SystemsNational, State, and Local Tour AgenciesMarketing Intermediaries©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChannel 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 ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChannel Conflict•Horizontal conflict 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChannel Organization•A vertical marketing system (VMS) consists of producers, wholesalers, and retailers 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensConventional vs. Vertical Marketing Channels©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensVertical 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 different 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensFranchising•Granting the right to engage in offering, selling, or distributing goods 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 editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensDisadvantages – 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 Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensFranchisee – AdvantagesBrand NameMarketing SupportPlans and SystemsReservation systems-CustomersContracts©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensFranchisee – 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 Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensA Franchise is Only as Strong as –©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensBrand NameCompetitive Advantage systemMarket demand forthe product©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensChannel Organization•Alliances are developed to allow two organizations to benefit from each other’s 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 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensSelecting Channel Members•Customer Needs •Attracting Channel Members •Evaluating Major Channel Alternatives –Economic Feasibility of the Channel Member –Control Criteria ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensBusiness Location1.Understand the marketing strategy and target market of the company2.Conduct a regional analysis, which involves the selection of geographic market areas3.Select an area within that region 4.Choose individual sites©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensBest Practices•Expedia•Orbitz•Priceline•Travelocity •Trip©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensKey Terms•Administrative VMS•Agent•Alliances•Broker ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensKey Terms•Channel conflict•Channel level•Contractual VMS•Corporate VMS ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensKey Terms•Direct marketing channel•Franchise organization•Horizontal conflict•Horizontal marketing systems (HMS)   ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and MakensKey Terms•Multichannel marketing•Retailer•Vertical conflict•Vertical marketing system (VMS)•Wholesaler ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens。