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1、Chapter13 DistributionChannels“Adversarialpowerrelationshipsworkonlyifyouneverhavetoseeorworkwiththeotherpartyagain.”-PeterDrucker©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesDescribethenatureofdist
2、ributionchannels,andtellwhymarketingintermediariesareusedUnderstandthedifferentmarketingintermediariesavailabletothehospitalityindustryandthebenefitseachoftheseintermediariesoffersKnowhowtousetheInternetasadistributionchannel©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4t
3、heditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesDiscusschannelbehaviorandorganization,explainingcorporate,contractual,andverticalmarketingsystems,includingfranchisingIllustratethechannelmanagementdecisionsofselecting,motivating,andevaluatingchannelmembersIdentifyf
4、actorstoconsiderwhenchoosingabusinesslocation©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDistributionChannelsAdistributionchannelisasetofindependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailable
5、totheconsumerorbusinessuserUsedtomovethecustomertowardstheproduct©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensWhyUseMarketingIntermediaries?Sellingthroughwholesalersandretailersusuallyismuchmoreefficientandcosteffect
6、ivethandirectsales©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDistributionChannelFunctionsInformation:gatheringanddistributingmarketingresearchandintelligenceinformationaboutthemarketingenvironmentPromotion:developi
7、ngandspreadingpersuasivecommunicationsaboutanoffer©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDistributionChannelFunctionsContact:findingandcommunicatingwithprospectivebuyersMatching:shapingandfittingtheoff
