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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Chapter 13

Distribution

Channels

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Adversarial power relationships

work only if you never have to see orwork with the other party again.

-Peter Drucker

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Distribution Channels

A distribution channel adalah seperangkat

organisasi independen yang terlibat di dalam

proses penyampaian barang atau jasa kekonsumen atau pengguna bisnis.

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Why Use Marketing

Intermediaries? Efisien

Efektif

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Distribution Channel Functions

Information: mengumpulkan danmendistribusikan marketing research

and intelligence information mengenailingkungan pemasaran.

Promotion: membangun danmenyebarkan komunikasi persuasiftentang suatu penawaran.

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Distribution Channel Functions

Contact: bertemu dan berkomunikasidengan calon pembeli.

Matching: mencocokkan penawarandengan kebutuhan pembeli, seperti

manufacturing, grading, assembling,dan packaging

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Distribution Channel Functions

Negotiation: menyetujui harga dan

persyaratan lainnya sehingga

kepemilikan bisa dipindahkan.

Physical distribution: memindahkan dan

menyimpan barang.

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Distribution Channel Functions

Financing: mendaptkan dan

menggunakan dana utk menutupi costs

of channel work

Risk taking: mengasumsikan financial

risks such seperti ketidakmampuanmenjual inventory dengan full margin

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Number of Channel Levels

Channel level can be described asdistribution channels

Direct marketing channel

Retailer

Wholesaler

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Customer Marketing ChannelsCustomer Marketing Channels

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Marketing Intermediaries

Travel Agents

Tour Wholesalers

Specialists Hotel Reps

Concierges

National, State,

and Local

Agencies

Consortia andReservation

Systems

Global DistributionSystems

Internet

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Travel Agents Tour Wholesalers

ConciergesSpecialists:

Brokers & Junket Reps

Internet Hotel Representatives

Consortia & Reservations

Systems

Global Distribution

SystemsNational, State,

and Local Tour Agencies

Marketing Intermediaries

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Channel Conflict

Horizontal conflict is konflik antaraperusahaan pada level saluran yangsama.

i.e. retailer to retailer

Vertical conflict, lebih umum, konflik

antara berbagai level yang berbedadalam saluran yang sama.

i.e. retailer to wholesaler

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Channel Organization

A vertical marketing system (VMS)terdiri dari producers, wholesalers, andretailers dalam suatu kesatuan sistem.

Salah satu anggota saluran memiliki,terikat dalam suatu kontrak pihak yang

lainnya, atau memiliki kekuasaan yangpaling besar.

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Conventional vs. Vertical

Marketing Channels

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Vertical Marketing Systems

Corporate VMS mulai dari produksihingga distribusi kepemilikannya sama.

Administered VMS produksi dan

distribusi memiliki bagian dankekuasaannya masing-masing.

Contractual VMS perusahaan

independen dalam level produksi dandistribusi yang berbeda yang bergabung

melalui suatu kontrak utk mendapatkan

keuntungan.2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

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Franchising

Memberikan hak kepada pihak lain dalammenawarkan, menjual atau mendistribusikanbarang atau jasa dibawqh suatu format

pemasaran tertentu yagn dirancang olehfranchisor.

The franchisor memperbolehkan the

franchisee utk menggunakan trademark,name, dan advertising nya.

Tingkat survival yang tinggi.2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

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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

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Franchisee Advantages

Brand NameMarketing

Support

Plans and

Systems

Reservation systems-

Customers

Contracts

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Franchisee Disadvantages

Nilai merek dari franchiser

Pengenalan produk baru oleh franchiser

Tanggungjawab yang melekat ke dalam

sistem.

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A Franchise is Only as

Strong as

Brand Name

Competitive AdvantagesystemMarket demand forthe product

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Channel Organization

Alliances, dibangun agar dua organisasimendapatkan keuntungan dari kekuatan yangdimiliki oleh masing-masing pihak.

Horizontal marketing systems, dua atau

pebih perusahaan pada satu level yang samabergabung utk meraih peluang pemasaranbaru.

Multichannel marketing, suatu perusahaan

yg menggunakan dua atau lebih saluranpemasaran utk meraih satu atau lebihsegmen pelanggan.

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Memilih Channel Members

Customer Needs

Attracting Channel Members

Evaluating Major Channel Alternatives

Economic Feasibility of the ChannelMember

Control Criteria

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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Best 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