旅游產(chǎn)品的分銷

旅游產(chǎn)品的分銷Marketingof

TourismProducts

旅游產(chǎn)品的分銷Unit9

Learningobjects:學(xué)習(xí)目標(biāo)

Learningobjects:學(xué)習(xí)目標(biāo)Learningobjects:學(xué)習(xí)目標(biāo)1.DefinitionofmarketingMarketinginvolvesinterrelationshiptheinteractionandamongconsumersandproductsofgoodsandservices,throughwhichideas,products,servicesandvaluesarecreatedandexchangedforthemutualbenefitofbothgroups.2.ServicesmarketingThekeymarketingcharacteristicsthatdistinguishservicesfromgoodsare:Intangibility:Theactualtourismservicecannotbeseen,touchedortriedpriortoitspurchaseandconsumptionInseparability:ProductionandconsumptionoftouristservicesbothoccuratthesametimeandarethusinseparableVariability:Serviceencounters,eveniftheyinvolveasimilarkindofexperience,arehighlyvariableduetothedifferencesandrapidchangesinmood,expectationandotherhumanelementfactorsthataffecttheparticipantsPerishability:Becauseproductionandconsumptionaresimultaneous,servicescannotbeproducedandstoredinadvanceforfutureconsumption;emptyaircraftseats,forexle,areapermanentlossthatcannotberecouped3.Marketingmix(6P)Thecriticalcomponentsthatdeterminethedemandforabusinessordestinationproduct:6Pmodel:aproduct-focusedmarketingmixmodelthatincorporatesplace,product,people,price,packagingandpromotion6PPlaceProductPeoplePromotionPackagingPricePlacePlaceisimportantbecausetouristsmusttraveltothedestinationinordertoconsumethetouristproduct-hence,productionandconsumptionoccurnotonlyatthesametime,butalsointhesameplace.Product

Theproductcomponentencompassestherangeofavailablegoodsandservices,theirqualityandwarranty,andafter-salesservice.PeopleservicepersonnelthetouriststhemselveslocalresidentsPriceprofit-orientedpricingsales-orientedpricingcompetition-orientedpricingcost-orientedpricingPackagingPackagingreferstothedeliberategroupingtogetheroftwoormoreelementsofthetourismexperienceintoasingleproductPromotionpresentationsalespromotionmerchandisingpersonalsellingpublicityadvertising

4.DistributionChannels

旅游產(chǎn)品分銷渠道旅游產(chǎn)品從旅游企業(yè)向旅游消費(fèi)者轉(zhuǎn)移過程中所經(jīng)過的一切取得使用權(quán)或協(xié)助使用權(quán)轉(zhuǎn)移的中介組織和個(gè)人，也就是旅游產(chǎn)品使用權(quán)轉(zhuǎn)移過程中所經(jīng)過的各個(gè)環(huán)節(jié)連接起來而形成的通道。旅游產(chǎn)品分銷渠道直接分銷渠道間接分銷渠道

4.1Directdistributionchannel

直接分銷渠道：旅游企業(yè)在其市場(chǎng)營(yíng)銷活動(dòng)中不通過任何一個(gè)旅游中間商，直接把旅游產(chǎn)品銷售給消費(fèi)者。.Directdistributionmethodsrefertothesellingofproductsorservicestotheconsumerdirectlywithouttheuseofintermediaries優(yōu)勢(shì)有利于直接獲取旅游消費(fèi)者的信息有利于提高旅游產(chǎn)品的質(zhì)量有利于控制旅游產(chǎn)品的成熟過程和程度有利于強(qiáng)化旅游企業(yè)的形象以較小的成本獲取較大的利潤(rùn)

4.2Indirectdistributionchannel

間接分銷渠道旅游企業(yè)通過2個(gè)或2個(gè)以上的旅游中間商向消費(fèi)者推銷旅游產(chǎn)品。是主要的旅游產(chǎn)品的分銷渠道。

Indirectmethodsincludetheuseofoneormoreintermediaries.Asfarastourismisconcerned,travelagentsworkasintermediariestodistributetourismproducts.間接分銷渠道：利弊渠道越長(zhǎng)，旅游產(chǎn)品市場(chǎng)擴(kuò)展的可能性越大渠道越長(zhǎng)，旅游企業(yè)對(duì)旅游產(chǎn)品銷售的控制能力和信息反饋的清晰度就越差

密集分銷

間接分銷渠道選擇性分銷獨(dú)家分銷

4.2.1intensivedistribution密集分銷定義：指在渠道層次中選擇盡可能多的中間商，充分與旅游產(chǎn)品的營(yíng)銷市場(chǎng)相接觸。優(yōu)點(diǎn)：可以擴(kuò)大旅游產(chǎn)品生產(chǎn)者或提供者的銷售面和銷售量銷售費(fèi)用大易對(duì)產(chǎn)品銷售失去控制缺點(diǎn)因競(jìng)爭(zhēng)激烈而跌價(jià)渠道成員服務(wù)質(zhì)量滑坡以致旅游企業(yè)形象受損Thisformallowsaproducttobedistributedinthegivenmarketthroughasmanyintermediariesaspossible.Itissuitableforthesellingofthoseproductswhichsharealargemarketandhaveabigsalesvolume.定義：指只選擇那些有支付能力，有推銷經(jīng)驗(yàn)以

及服務(wù)上乘的旅游中間商在特定區(qū)域與層次

推銷本企業(yè)的產(chǎn)品。適用于價(jià)格較高的產(chǎn)品。旅游企業(yè)只與少數(shù)中間商合作，可把精力集中于這些精選的中間商。優(yōu)點(diǎn)旅游企業(yè)與旅游中間商聯(lián)系緊密，有利于建立良好的聯(lián)系。經(jīng)過認(rèn)真挑戰(zhàn)，旅游中間商有著較強(qiáng)的經(jīng)營(yíng)能力與良好聲譽(yù)。

4.2.2Selectivedistribution選擇性分銷Itfocusesoncertainselectedmarketsandassiststheproducertoachievetheireconomicgoalswiththehelpofthoseintermediarieswhocreatebestsellingresults.

4.2.3Exclusivedistribution

獨(dú)家分銷定義：指在一定的市場(chǎng)區(qū)域內(nèi)僅選一家經(jīng)驗(yàn)豐富、信譽(yù)卓著的中間商來推銷旅游企業(yè)的產(chǎn)品，這是最窄的渠道形式。簽訂合同、規(guī)定雙方的銷售權(quán)限、利潤(rùn)分配比例、銷售費(fèi)用和廣告宣傳費(fèi)用的分擔(dān)比例等。Exclusivedistributionreferstothepracticeofsellingproductsorserviceswithinacertainareathroughasingleintermediaryorretailer.Thus,itisnoteasyforcustomerstosearchforsuchproducts.Thisformisoftenadoptedbythoseorganizationswhoseproductishighlyspecializedandconfrontslittlecompetition.優(yōu)點(diǎn)雙方關(guān)系緊密，利益互動(dòng)，有利于雙方真誠(chéng)合作，共同開拓有利的市場(chǎng)機(jī)會(huì)提高銷售能力和企業(yè)盈利能力可以提高對(duì)銷售渠道的控制不足只與一家中間商合作，風(fēng)險(xiǎn)較大，如果選擇不當(dāng)，即將失去這一地區(qū)的市場(chǎng)。銷售面窄，靈活性小，不利于旅游銷售者的選擇購(gòu)買5.Factorswhichinfluencethechoicesofchannels影響選擇渠道的因素thetourismproductitself(itstype,nature,level,etc.);thecustomer(thepopulation,purchasingability,geographicaldistribution,etc.);thetravelintermediaries(theirquality,theirabilitytopromoteandmakesales,etc.);themarketingenvironment(competitivesituation,thedistributionsystemofthemaincompetitors,etc).

時(shí)運(yùn)假日旅行社的市場(chǎng)營(yíng)銷案例研究相關(guān)概念相關(guān)原理案例分析分析總結(jié)相關(guān)概念旅游產(chǎn)品分銷渠道1直接分銷渠道2間接分銷渠道3旅游產(chǎn)品從旅游企業(yè)向旅游消費(fèi)者轉(zhuǎn)移過程中所經(jīng)過的一切取得使用權(quán)或協(xié)助權(quán)轉(zhuǎn)移的中介組織和個(gè)人，也就是旅游產(chǎn)品使用權(quán)轉(zhuǎn)移過程中所經(jīng)過的各個(gè)環(huán)節(jié)連接起來而成的通道。旅游產(chǎn)品分銷渠道直接分銷渠道旅游產(chǎn)品分銷渠道間接分銷渠道中間商數(shù)量直接分銷渠道旅游企業(yè)在其市場(chǎng)營(yíng)銷活動(dòng)中不通過任何一個(gè)旅游中間商，直接把旅游產(chǎn)品銷售給消費(fèi)者。間接分銷渠道旅游企業(yè)通過2個(gè)或2個(gè)以上的旅游中間商向消費(fèi)者推銷旅游產(chǎn)品。是目前主要的旅游產(chǎn)品的分銷渠道。旅游產(chǎn)品分銷渠道結(jié)構(gòu)圖市場(chǎng)細(xì)分市場(chǎng)細(xì)分的層次市場(chǎng)細(xì)分的作用發(fā)現(xiàn)市場(chǎng)機(jī)會(huì)采取適應(yīng)性營(yíng)銷策略確定目標(biāo)市場(chǎng)細(xì)分市場(chǎng)營(yíng)銷補(bǔ)缺市場(chǎng)營(yíng)銷大眾化市場(chǎng)營(yíng)銷走進(jìn)案例

時(shí)運(yùn)假日旅行社的市場(chǎng)營(yíng)銷時(shí)運(yùn)假日簡(jiǎn)介為何開辟遠(yuǎn)程旅游市場(chǎng)時(shí)運(yùn)假日的市場(chǎng)營(yíng)銷時(shí)運(yùn)假日市場(chǎng)營(yíng)銷

時(shí)運(yùn)假日簡(jiǎn)介時(shí)運(yùn)假日旅行社的前身是麥昂旅行社，1984年1月，麥昂旅行社作出決定，與英國(guó)一家較大的時(shí)運(yùn)煙草公司簽訂聯(lián)營(yíng)合同，以時(shí)運(yùn)煙草公司作為后盾，開辟遠(yuǎn)程度假包價(jià)旅游新市場(chǎng)，開始經(jīng)營(yíng)去世界各地的遠(yuǎn)程度假旅游，并將原來麥昂旅行社的名字改為時(shí)運(yùn)假日旅行社。對(duì)旅游目的地的調(diào)查旅游宣傳市場(chǎng)營(yíng)銷策略分銷渠道的建立遠(yuǎn)程度假市場(chǎng)調(diào)研分析時(shí)運(yùn)假日的市場(chǎng)營(yíng)銷流程示意圖1.背景分析：

時(shí)運(yùn)假日為何開辟遠(yuǎn)程度假市場(chǎng)?A.市場(chǎng)趨勢(shì)來看：世界遠(yuǎn)程度假旅游市場(chǎng)看好。經(jīng)營(yíng)這方面旅游業(yè)務(wù)的旅行社逐漸增多。B.短程旅游市場(chǎng)競(jìng)爭(zhēng)激烈，各旅行社可得的經(jīng)營(yíng)利潤(rùn)極低，國(guó)內(nèi)經(jīng)濟(jì)政策嚴(yán)重沖擊著短程旅游市場(chǎng)。C.經(jīng)營(yíng)遠(yuǎn)程度假旅游價(jià)格高、利潤(rùn)大，可以專門滿足那些高收入、高消費(fèi)階層旅游的需求。遠(yuǎn)程度假包價(jià)旅游的日程安排復(fù)雜，活動(dòng)范圍較廣，機(jī)動(dòng)性強(qiáng)。時(shí)運(yùn)旅行社首先對(duì)遠(yuǎn)程度假市場(chǎng)進(jìn)行調(diào)查分析，調(diào)研的主要內(nèi)容是：

——哪些遠(yuǎn)程度假線路有較大的潛在市場(chǎng)？

——哪些類型的客人愿意參加遠(yuǎn)程度假旅游？2.客源市場(chǎng)調(diào)查結(jié)論一：

客人對(duì)各類遠(yuǎn)程度假旅游的偏好比重不同喜歡海邊度假的客人17%喜歡海邊度假+購(gòu)物的客人33%喜歡文化旅游的客人19%喜歡參加各種興趣度假的客人16%喜歡在度假中“體驗(yàn)新的經(jīng)歷”的客人15%結(jié)論二：主要的兩個(gè)年齡段：25——34占28%35——45占22%25-3422%其他25-3428%喜歡遠(yuǎn)程度假的客人大多數(shù)是地位和收入較高的客人，年齡不受限制。結(jié)論三：時(shí)運(yùn)旅行社計(jì)劃用5年時(shí)間力爭(zhēng)占有15%的遠(yuǎn)程度假客源市場(chǎng)份額，成為這一市場(chǎng)的第二霸主。

通過與主要競(jìng)爭(zhēng)對(duì)手競(jìng)爭(zhēng)，時(shí)運(yùn)旅行社在遠(yuǎn)程度假旅游市場(chǎng)中所占的份額有可能大幅提高。3.旅游目的地的調(diào)查旅游目的地調(diào)查對(duì)旅游目的地的設(shè)施和資源進(jìn)行調(diào)研住宿情況目的地旅游資源情況交通情況幫飯店做宣傳，可從這些飯店拿到房?jī)r(jià)30%的回扣全部使用目的地國(guó)家的航空公司，這些公司長(zhǎng)期為時(shí)運(yùn)提供60%以上的機(jī)票折扣開辟“求新和體驗(yàn)不同經(jīng)歷”的客源目標(biāo)市場(chǎng)4.旅游宣傳品的編制A.封面設(shè)計(jì)要有很強(qiáng)的吸引力B.宣傳冊(cè)要針對(duì)不同職業(yè)C.宣傳品質(zhì)量要高，圖片及說明要有新意，整體布局要合理。5.分銷渠道的建立選擇霍格·羅賓遜進(jìn)行獨(dú)家分銷，以失敗告終，因此時(shí)運(yùn)改變了自己的營(yíng)銷策略，采取以下二種營(yíng)銷策略：A.選擇密集型分銷B.培訓(xùn)自己的專職銷售團(tuán)隊(duì)總結(jié)：時(shí)運(yùn)假日是如何取得成功的？1.選擇有價(jià)值的市場(chǎng)細(xì)分A.“開辟新的客源市場(chǎng)，不與其他旅行社爭(zhēng)奪原有的客源市場(chǎng)”的指導(dǎo)思想，發(fā)現(xiàn)喜歡在度假中“體驗(yàn)新的經(jīng)歷”的客人是一個(gè)潛力很大的新市場(chǎng)，避免與已有的旅游供應(yīng)市場(chǎng)直接沖突B.對(duì)客源市場(chǎng)進(jìn)行進(jìn)一步市場(chǎng)細(xì)分：從原來的對(duì)所有年齡段的客人提供旅游產(chǎn)品到只對(duì)25——34,35——45兩個(gè)年齡段的客人提供度假產(chǎn)品，滿足求新、獨(dú)立旅游者的需求。2.選擇合理的分銷渠道由于時(shí)運(yùn)的實(shí)力和市場(chǎng)占有率決定其對(duì)旅游中間商的依賴性較大，并且時(shí)運(yùn)定位為市場(chǎng)為銷售面較廣的度假型飯店，其面向的是各個(gè)年齡段的廣闊消費(fèi)市場(chǎng)，因而選擇間接分銷渠道最為合適。從知名旅游社的獨(dú)家分銷到為以中小型或獨(dú)立旅行社為途徑的轉(zhuǎn)變，不與熱銷旅行社線路的途徑構(gòu)成直接沖突，避免了中間商從中漁利時(shí)的兼顧不到位。時(shí)運(yùn)從獨(dú)家分銷轉(zhuǎn)為密集型分銷，避免了獨(dú)家分銷的弊端，并從密集型分銷中尋找并培養(yǎng)自己的忠實(shí)銷售團(tuán)隊(duì)。謝謝思考題：時(shí)運(yùn)假日為何沒有與歐洲大陸旅游集團(tuán)公司形成惡性競(jìng)爭(zhēng)關(guān)系，取得了成功?TheMarketingApproachfor

TourismProducts閱讀與分析即學(xué)即用：可引用一案例進(jìn)行分析TimingHolidays,highseason,offseason,therisingperiodofeconomy,andsoon.BrandsNames,trademarks,labels,logos,etc.PackagingTransportation,lodging,amenitiesandrecreationactivitiesarecombinedtogethertoformapackage.PricingDiscountingprices,privilegedprices,premiumprices,andsoon.ChannelsofdistributionVariousdistributionchannelsincludingdirectselling,retailtravelagents,wholesaletouroperators,oracombinationofthesemethodsareusedanddeveloped.ProductThefeaturesoftheproductplayavitalroleindeterminingitspositioninthecompetitionandseekingforthebestwaytocompete.ImageToagreatextent,reputationandqualityoftheproductcanleaveadeepimpressiontotheconsumer.AdvertisingIt’sakindofpaidpromotionandisofgreatimportancetothesellingoftheproduct.It’sveryimportanttochoosethetiming,placeandthewaytopromote.SellingSellingisthecriticalfactorofsuccess,whiledrawingupthemarketingplan,weshouldtakevarioussalestechniquesintoconsideration.Approaches1.timingA:Touristseason:offseasonandhighseason(Tourismoperatorwilladjustpricetoattractcustomerandgainprofits

indifferentseasons.Italsowillbalancetheneedandsupplyintheyear,relievethepressureoftourismdestinationinhighseasons)B:HolidaysC:TraditionalfestivalsD:InternationalaffairsE:TherisingperiodofeconomyApproaches2.BrandsBrandsrefertoidentificationmarkssuchasnames,trademarks,labels,logoswhichhelpconsumertorememberthecompany.CIS(MI,BI,VI)isanimportantmethod.

Approaches3.PackagingProductassembly:Whatarethesixelementsoftourismproduct?

Transportation,lodging,amenities,andrecreationactivitiescanbesoldseparately,butmorefrequentlytheyarecombinedtogethertoformapackagewhichwillbesoldtotheconsumer.Approaches4.Pricing

Alargenumberofchoicesofpricingsuchasdiscountprices,privilegedprices,premiumprices,andsoon.Methodsforpricing:

①Newproductpricing:infiltrationstrategy,skimmingstrategyandsatisfactionstrategy②discountstrategy③psychologicalstrategy④attractionstrategyApproaches5.Product

Thequalityofgoodsarethemostimportantfactorinmarketingapproach

CharactersoftourismproductsMarketersshouldunderstandthecharacteristicsofthetourismproduct:Inseparability,perishability,intangible,comprehensive,highvalve-added

6.image

Greatqualityandhighreputationdependsontheproducts.Marketerstendtobetrytheirbesttoleaveagoodimpressiononcustomers.Approaches7.Advertising

Advertisingisakindofpaidpromotionandisofgreatimportancetothesellingoftheproduct.

⑴TVstation⑵Newspaper⑶Radio⑷Magazines⑸Outdooradvertisement⑹Internet8.Sellingfocuson:

①Customer:thedemandoftourists,theirpurchasebehaviorpatterns.②Employee:salesbehavior,attitude,sellingskills.ThefourPsManyelementsinthemarketingmixaregenerallyclassifiedintofourcategoriescalled‘thefourPs’.Theyareproduct,place,promotion,andprice.Althoughthisclassificationistoosimple,itplaysavitalroleinhelpingusunderstandmarketinganddesignmarketingprogram.ThefourPs：

Product

Place

Promotion

Price

Additional“threePs”proposedbyBoomsandBimerforservices.People

Theprovidersofservices

Carryoutclosemanagementcontroloverthebehaviorofpeople

Consumers

Enjoythetravel

Physicalevidence

Providers

Providephysicalevidence

(photographsinaholidaybrochure,etc)

Consumers

MakeajudgmentProcess

ThemarketingprocessofbookingaflightontheInternet:

visitingthewebsiteoftheairliner

enteringdetailsoftheflightandbookingthem

gettingtheticketsbye-mailorpost

catchingtheflightontimeandarrivingatthedestinationThischapterhasdiscussedtheessenceoftourismmarketingandthedistinctivenessofservicedistribution.Marketersmayapplythedirectchannelortheindirectchannel;butmanyfactorswillcertainlyinfluencethechoicesofdifferentdistributionchannelstheyadopt.Thetourismproduct;thecustomer;thetravelintermediaries,andthemarketingenvironmentaremostimportantfactorstheyhavetoconsider.Inadditiontodistributionchannels,themarketingmixisofgreatimportancetotourismsectors.Variouselementsinthemarketingmixaregenerallyclassifiedintofourcategories:‘thefourPs’.Theyareproduct,place,promotion,andprice.Thereareadditional‘threePs’proposedbyBoomsandBimerforservices:people,physicalevidenceandprocess.Allofthemarebasicmarketingapproachesinthehospitalityindustry.ChapterReview第一部分課文DistributionoftheTouristProductExerciseDecidewhetherthestatementsaretrueorfalse.Ifitistrue,put“T”inthespaceprovidedand“F”ifitisfalse.(1)_________Tourismisfacingsignificantandradicalchangesinbusinessmethodsinresponsetotheenormouschangestakingplaceintheelementsoftheproductandconditionsofthemarket.(2)_________Oncetheorganizationschooseadistributionchannel,theycanhardlychangeit.(3)_________Thefocusofthestudyofdistributionmanagementhaslongbeenputonphysicaldistributionwhileservicesdistributionhasbeenneglected.TFT(4)_________Theusualpracticeisthattouroperatorsorganizepackagesbycombiningthecomponentsoftouristtriptogetherandthensellthepackagetothepublicthemselves.(5)_________Intensivedistributionisoftenadoptedbythoseorganizationswhoseproductishighlyspecializedandconfrontslittlecompetition.(6)_________Theabilitytosupplytheproductalsohasagreatinfluenceonthechoiceoftherightpromotionalstrategybecauseitisakindofinformationabouttheproductinitselfandcanhelptoattractconsumers.(7)_________Onlythedirectdistributionchannelsaresuitabletoselltouristproductstotheconsumerbecausethetouroperatoroftenusessuchachannel.FFTF2.Questionsfordiscussion(參見國(guó)家雙語示范課程《旅游學(xué)概論》網(wǎng)站：“網(wǎng)絡(luò)課堂)

(1)Whatapproachescanthetourismmarketersdistributetheirtourismproducts?Differentdistributionchannelsneeddifferentcostsandbringdifferentbenefits.Tourismmarketersmayuseeitherdirectsaleorindirectsaleoreventhecombinationofbothtosellservices.Touristproductsareintangibleandcannotbestored.Tourismintermediariescannotholdstockandofcoursewillnotcarryanyrisk.Therefore,severalintermediariesusuallycooperatewitheachothertohelpsellproductsandthusformachannelnetwork.(2)Whatarethemaindistributionmethodsasfaraschannelnetworkisconcerned?Therearegenerallythreemaindistributionmethodsasfaraschannelnetworkisconcerned.1)IntensivedistributionThisformallowsaproducttobedistributedinthegivenmarketthroughasmanyintermediariesaspossible.2)SelectivedistributionComparedwithintensivedistribution,thenumberofintermediariesusedinthisformissmaller.Itfocusesoncertainselectedmarketsandassiststheproducertoachievetheireconomicgoalswiththehelpofthoseintermediaries.3)ExclusivedistributionExclusivedistributionreferstothepracticeofsellingproductsorserviceswithinacertainareathroughasingleintermediaryoragent.(3)Howcantheorganizationdecidewhichmethodisappropriatefordistributionchannels?

Whichmethodwillbechosentosellproductsandservicesisdeterminedbymanyfactorssuchassizeof

sellingorganization,characteristicsoftheproduct

andcurrentmarketingenvironment.Theorganizationshouldconstantlyreviewandevaluatethemethodtheychooseintermsofspeed,efficiency,control,flexibilityandcost.Boththecostsandbenefitsofusingintermediariesshouldalsobeevaluatedwhenselectingsuitabledistributionchannels.Todeterminewhichoftheimportantdistributionmethodsisappropriateisalongprocessofapplicationinwhicheverymethodshouldbetriedandconstantreviewsandevaluationsshouldbemade.(4)Whatarethedifferencesbetweenthedistributionchannelsfortourismandtravelandthoseforotherindustries?Comparedwithphysicalproducts,touristproductshavetheiruniquecharacteristics.Theyareintangible,inseparablefromthepointwheretheyareconsumedasbothconsumersandprovidersareinvolved,andperishableinthatoncethepersonwhoperformsservicestopsdoingso,theycannotexist.ThefollowingfigureshowsFigure9.1isacomparativestudyofthetraditionaldistributionchannelsformanufacturedproductsandthosefortourismandtravel.Herewecaneasilyrecognizethedifferencesbetweenthedistributionchannelsforphysicalproductsandthosefortourismproducts.Thefirstdifferenceisthedistinctivechannelsbetweenmanufacturersinthetraditionalmodelandprincipalsinthemodelfortravelindustry.Aseconddifferenceisthatwhatthetouroperatorsellsisnottheelementofapackagetotheagent,butinformationaboutthecreatedpackage

(5)Whatfactorscanaffecttheorganization’schoiceofmarketingchannels?Theirchoiceisoftenaffectedby

fourfactors:thetourismproductitself(itstype,nature,level,etc.);thecustomer(thepopulation,purchasingability,geographicaldistribution,etc.);thetravelintermediaries(theirquality,theirabilitytopromoteandmakesales,etc.);andthemarketingenvironment(competitivesituation,thedistributionsystemofthemaincompetitors,etc).旅游知識(shí)測(cè)試正誤判斷：請(qǐng)?jiān)谡_的選題上劃√，錯(cuò)誤的選題上劃×。1.旅游中間產(chǎn)品一般是通過旅行社將它們組合起來，形成能夠滿足旅游者在旅游過程中各種需要的旅游最終產(chǎn)品。旅游者購(gòu)買旅游產(chǎn)品以后，可以同時(shí)擁有旅游產(chǎn)品的使用權(quán)和所有權(quán)。2.如果要控制銷售成本，旅游企業(yè)應(yīng)該采用直接分銷的形式，通過這種分銷渠道，有利于獲得旅游消費(fèi)者的信息，提高旅游產(chǎn)品的質(zhì)量，強(qiáng)化旅游企業(yè)的形象。3.如果旅游產(chǎn)品銷售量大、消費(fèi)者購(gòu)買力較為穩(wěn)定，旅游企業(yè)可以采用選擇性分銷的方法，以便省去營(yíng)銷費(fèi)用，以較小的成本獲取較大的利潤(rùn)。4.密集分銷如銷售費(fèi)用較大，易對(duì)產(chǎn)品營(yíng)銷失去控制，因競(jìng)爭(zhēng)激烈而跌價(jià)，渠道成員服務(wù)質(zhì)量滑坡以致旅游企業(yè)形象受到損害。5.一些高價(jià)旅游產(chǎn)品常采用獨(dú)家分銷渠道。銷售費(fèi)用和廣告宣傳費(fèi)用一般由銷售代理承擔(dān)，這種銷售方式風(fēng)險(xiǎn)較小，有利于旅游批發(fā)商規(guī)避風(fēng)險(xiǎn)。PartIVReadingBox第四部分閱讀與分析TheMarketingApproachforTourismProductsTopicdiscussion(參見國(guó)家雙語示范課程《旅游學(xué)概論》網(wǎng)站：“網(wǎng)絡(luò)課堂)

1.Whydoyouthinkpeopleareimportantintourismmarketing?Undoubtedlypeoplearethemostimportantelementofanyserviceorexperience.Servicestendtobeproducedandconsumedatthesamemoment.Therefore,herepeopleinvolvenotonlytheprovidersofservicesbutalsoconsumerswhoenjoytheservicestogether.Theseconsumersmaybeselectedandorganizedormayhappentocomeatthesametime.Anyonewhotakespartintheexperienceexpectstoenjoyithappily.Buttheirexpectationswouldbespoiledbythebadbehaviorofanyofthesepeople.Forexle,agoodtheatreperformancemaybespoiledbysomedisruptiveaudience.Similarlytouristsmayhaveamiserabletripduetothebadattitudeofthetourguide.Fortheabovereasons,wecanseethatpeopleareimportantintourismmarketing.2.Whatfactorsshouldbetakenintoaccountforasuccessfulmarketingmix?Thesuccessfulmarketingmixsho