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Chapter Nine. Distribution. Distribution. Availability Access Operating hours Direct channels Indirect channels. Components of the Service Process. Information Reservation Payment Consumption. Channel Options. Exclusive distribution Selective distribution Intensive distribution.

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chapter nine

Chapter Nine

Distribution

distribution
Distribution
  • Availability
  • Access
  • Operating hours
  • Direct channels
  • Indirect channels
components of the service process
Components of the Service Process
  • Information
  • Reservation
  • Payment
  • Consumption
channel options
Channel Options
  • Exclusive distribution
  • Selective distribution
  • Intensive distribution
distribution growth strategies
Distribution Growth Strategies
  • Multi-site
  • Multi-service
  • Multi-segment
  • Multi-site, multi-service
  • Multi-site, multi-segment
  • Multi-service, multi-segment
  • Multi-site, multi-service, multi-segment
operational position and distribution strategies
Operational Position and Distribution Strategies

Operational Position --- Growth Strategy

Cost efficiency Multi-site

Technical Service Quality Multi-segment

Functional Service Quality Multi-service

Customization Multi-service

international expansion
International Expansion
  • Direct exporting
  • Joint ventures
  • Direct foreign investment
  • Agents
  • Franchises
  • License agreements
franchising
Franchising

Advantages Disadvantages

Franchiser

  • Capitol for growth
  • Faster growth
  • Additional management
  • Additional income
  • Lower potential profits
  • Controlling service quality
  • Controlling firm image

Franchisee

  • Lower risk
  • Established brand name
  • Successful business plan
  • Expert assistance
  • Franchisee fees
  • Lack of freedom
  • Controlled by franchiser
branding
Branding
  • Love Mobile Pet Grooming
  • Affordable Funeral Services
  • McDonald’s
  • Glamour Shots
  • Lawn Doctor
  • Kwik Kopy
  • Four Seasons Hotel
  • Marriott
distribution management
Centralized

Decentralized

Service-specific

Site-specific

Firm-specific

Distribution Management

Organizational

Structure

Economies-of-Scale

customer focused distribution
Customer-Focused Distribution
  • Identify market segments
  • Identify benefits sought by customers
  • Match customer needs to channel and distribution strategies
  • Manage quality control
  • Manage corporate growth