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

,Chapter13DistributionChannels,“Adversarialpowerrelationshipsworkonlyifyouneverhavetoseeorworkwiththeotherpartyagain.”-PeterDrucker,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,ChapterObjectives,Describethenatureofdistributionchannels,andtellwhymarketingintermediariesareusedUnderstandthedifferentmarketingintermediariesavailabletothehospitalityindustryandthebenefitseachoftheseintermediariesoffersKnowhowtousetheInternetasadistributionchannel,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,ChapterObjectives,Discusschannelbehaviorandorganization,explainingcorporate,contractual,andverticalmarketingsystems,includingfranchisingIllustratethechannelmanagementdecisionsofselecting,motivating,andevaluatingchannelmembersIdentifyfactorstoconsiderwhenchoosingabusinesslocation,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,DistributionChannels,AdistributionchannelisasetofindependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailabletotheconsumerorbusinessuserUsedtomovethecustomertowardstheproduct,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,WhyUseMarketingIntermediaries?,Sellingthroughwholesalersandretailersusuallyismuchmoreefficientandcosteffectivethandirectsales,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,DistributionChannelFunctions,Information:gatheringanddistributingmarketingresearchandintelligenceinformationaboutthemarketingenvironmentPromotion:developingandspreadingpersuasivecommunicationsaboutanoffer,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,DistributionChannelFunctions,Contact:findingandcommunicatingwithprospectivebuyersMatching:shapingandfittingtheoffertothebuyersneeds,includingsuchactivitiesasmanufacturing,grading,assembling,andpackaging,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,DistributionChannelFunctions,Negotiation:agreeingonpriceandothertermsoftheoffersothatownershiporpossessioncanbetransferredPhysicaldistribution:transportingandstoringgoods,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,DistributionChannelFunctions,Financing:acquiringandusingfundstocoverthecostsofchannelworkRisktaking:assumingfinancialriskssuchastheinabilitytosellinventoryatfullmargin,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,NumberofChannelLevels,ChannellevelcanbedescribedasdistributionchannelsDirectmarketingchannelRetailerWholesaler,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,CustomerMarketingChannels,CustomerMarketingChannels,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,MarketingIntermediaries,TravelAgentsTourWholesalersSpecialistsHotelRepsConcierges,National,State,andLocalAgenciesConsortiaandReservationSystemsGlobalDistributionSystemsInternet,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,TravelAgents,TourWholesalers,Concierges,Specialists:Brokers&JunketReps,Internet,HotelRepresentatives,Consortia&ReservationsSystems,GlobalDistributionSystems,National,State,andLocalTourAgencies,MarketingIntermediaries,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,ChannelBehavior,ChannelmembersaredependentupononeanotherandmustworktogetherforthechanneltooperatesuccessfullyMembersshouldunderstandandaccepttheirroles,coordinatetheirgoalsandactivities,andcooperatetoattainoverallchannelgoals,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,ChannelConflict,Horizontalconflictisconflictbetweenfirmsatthesamelevelofthechanneli.e.retailertoretailerVerticalconflict,whichismorecommon,referstoconflictsbetweendifferentlevelsofthesamechanneli.e.retailertowholesaler,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,ChannelOrganization,Averticalmarketingsystem(VMS)consistsofproducers,wholesalers,andretailersactingasaunifiedsystemOnechannelmembereitherownstheothers,hascontractswiththem,orwieldssomuchpowerthattheyallcooperate,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,Conventionalvs.VerticalMarketingChannels,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,VerticalMarketingSystems,CorporateVMScombinessuccessivestagesofproductionanddistributionundersingleownershipAdministeredVMScoordinatessuccessivestagesofproductionanddistributionthroughthesizeandpowerofthepartiesContractualVMSconsistsofindependentfirmsatdifferentlevelsofproductionanddistributionwhojointhroughcontractstoobtaineconomiesorsalesimpact,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,Franchising,Grantingtherighttoengageinoffering,selling,ordistributinggoodsorservicesunderamarketingformatwhichisdesignedbythefranchisorThefranchisorpermitsthefranchiseetouseitstrademark,name,andadvertisingHighersurvivalrates,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,DisadvantagesFranchiser,Distributionsystemothersystemscanaddconflict,LittleCaesarsgoingintoK-martscasesconflictwithotherLittleCaesarsinthearea.ConsistencyChangingoperationPizzaHutaddingdeliveryAdvertisingexpenditures,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,FranchiseeAdvantages,BrandName,MarketingSupport,PlansandSystems,Reservationsystems-Customers,Contracts,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,FranchiseeDisadvantages,ValueofbrandnamedeterminedbyfranchiserIntroductionofnewproductsdeterminedbyfranchiserYourreliabilitytiedtotherestofthesystem,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,AFranchiseisOnlyasStrongas,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,ChannelOrganization,AlliancesaredevelopedtoallowtwoorganizationstobenefitfromeachothersstrengthsHorizontalmarketingsystemsaretwoormorecompaniesatonelevelthatjointofollowanewmarketingopportunityMultichannelmarketingoccurswhenasinglefirmsetsuptwoormoremarketingchannelstoreachoneormorecustomersegments,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,SelectingChannelMembers,CustomerNeedsAttractingChannelMembersEvaluatingMajorChannelAlternativesEconomicFeasibilityoftheChannelMemberControlCriteria,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,BusinessLocation,UnderstandthemarketingstrategyandtargetmarketofthecompanyConductaregionalanalysis,whichinvolvestheselectionofgeographicmarketareasSelectanareawithinthatregionChooseindividualsites,2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens,BestPractices,ExpediaOrbitzPricelineTravelocityTrip,2006PearsonEducatio