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1、Chapter13 DistributionChannels“Adversarialpowerrelationshipsworkonlyifyouneverhavetoseeorworkwiththeotherpartyagain.”-PeterDrucker©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectivesDiscusschanne
2、lbehaviorandorganization,explainingcorporate,contractual,andverticalmarketingsystems,includingfranchisingIllustratethechannelmanagementdecisionsofselecting,motivating,andevaluatingchannelmembersIdentifyfactorstoconsiderwhenchoosingabusinesslocation©2006PearsonEducation,Inc.Mar
3、ketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDistributionChannelsAdistributionchannelisasetofindependentorganizationsinvolvedintheprocessofmakingaproductorserviceavailabletotheconsumerorbusinessuserUsedtomovethecustomertowardstheproduc
4、t©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensWhyUseMarketingIntermediaries?Sellingthroughwholesalersandretailersusuallyismuchmoreefficientandcosteffectivethandirectsales©2006PearsonEducation,Inc.Marketingf
5、orHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDistributionChannelFunctionsInformation:gatheringanddistributingmarketingresearchandintelligenceinformationaboutthemarketingenvironmentPromotion:developingandspreadingpersuasivecommunicationsabouta
6、noffer©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDistributionChannelFunctionsContact:findingandcommunicatingwithprospectivebuyersMatching:shapingandfittingtheoffertothebuyer’sneeds,includingsuchactivities
7、asmanufacturing,grading,assembling,andpackaging©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDistributionChannelFunctionsNegotiation:agreeingonpriceandothertermsoftheoffersothatownershiporpossessioncanbetran
8、sferredPhysicaldistribution:transportingandstoringgoods©2006P
