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    Marketing Intermediaries

    Uploaded by

    LevirolfDeJesus
    This document defines marketing intermediaries and outlines their functions and types. Marketing intermediaries link tourism suppliers and customers by facilitating product and service distribution. They gather and share marketing information, conduct promotions, find and communicate with buyers, customize offers to buyer needs, handle negotiations, distribution, financing, and risk taking. Common intermediaries include travel agents, tour operators, tour specialists, hotel sales reps, tourism associations, consortiums, concierges, and internet-based systems. Key factors in choosing intermediaries are their reputation, efficiency, cost, and the supplier's ability to exert control over them.

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    Marketing Intermediaries

    Uploaded by

    LevirolfDeJesus
    844 views8 pages
    This document defines marketing intermediaries and outlines their functions and types. Marketing intermediaries link tourism suppliers and customers by facilitating product and service distribution. They gather and share marketing information, conduct promotions, find and communicate with buyers, customize offers to buyer needs, handle negotiations, distribution, financing, and risk taking. Common intermediaries include travel agents, tour operators, tour specialists, hotel sales reps, tourism associations, consortiums, concierges, and internet-based systems. Key factors in choosing intermediaries are their reputation, efficiency, cost, and the supplier's ability to exert control over them.

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    Marketing-intermediaries

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    This document defines marketing intermediaries and outlines their functions and types. Marketing intermediaries link tourism suppliers and customers by facilitating product and service distribution. They gather and share marketing information, conduct promotions, find and communicate with buyers, customize offers to buyer needs, handle negotiations, distribution, financing, and risk taking. Common intermediaries include travel agents, tour operators, tour specialists, hotel sales reps, tourism associations, consortiums, concierges, and internet-based systems. Key factors in choosing intermediaries are their reputation, efficiency, cost, and the supplier's ability to exert control over them.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    844 views8 pages

    Marketing Intermediaries

    Uploaded by

    LevirolfDeJesus
    This document defines marketing intermediaries and outlines their functions and types. Marketing intermediaries link tourism suppliers and customers by facilitating product and service distribution. They gather and share marketing information, conduct promotions, find and communicate with buyers, customize offers to buyer needs, handle negotiations, distribution, financing, and risk taking. Common intermediaries include travel agents, tour operators, tour specialists, hotel sales reps, tourism associations, consortiums, concierges, and internet-based systems. Key factors in choosing intermediaries are their reputation, efficiency, cost, and the supplier's ability to exert control over them.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    MARKETING

    INTERMEDIARIES
    What is a marketing
    intermediary?
    ■ A middle agent that links tourism suppliers and potential customers.
    They serve to facilitate the flow of products and services to make it
    convenient for the customer to avail of it.
    Functions of Marketing
    Intermediaries
    ■ Information- gathering and distributing marketing research and
    intelligence information about the marketing environment.
    ■ Promotions – developing and spreading persuasive communications
    about an offer
    ■ Contact – finding and communicating with a prospective buyers
    ■ Matching – shaping and fitting the offer to the buyer’s needs
    ■ Negotiation – agreeing on price and other terms of the offer so that
    ownership and possession can be transferred.
    Functions of Marketing
    Intermediaries
    ■ Physical Distribution – transporting and storing of goods
    ■ Financing – acquiring and using funds to cover for the cost of channel
    work
    ■ Risk Taking – assuming financial risks, such as the inability to sell
    inventory at full margin
    Kinds of Marketing
    Intermediaries
    ■ Travel Agents
    – Four Distinct Functions
    ■ Distribution and sales network;
    ■ Reservation and ticketing;
    ■ Information provision and travel counselling; and
    ■ Design of individual itineraries
    ■ Tour Operators or Wholesalers
    ■ Tour Specialists – organizations that focus on one or more functions of
    the distribution system.
    Kinds of Marketing
    Intermediaries
    ■ Hotel Sales Representatives
    – Primarily sells hotel rooms, function rooms and other hotel
    services.
    ■ Government Tourists Association
    – National, regional, and local tourism agencies or offices usually
    market their locality to tourists and carry with them the different
    establishments, properties and attractions within their territory.
    ■ Consortia
    – A consortium is a group of hospitality organizations that is allied
    for the mutual benefit of the members.
    Kinds of Marketing
    Intermediaries
    ■ Concierges
    – The front line hotel employee that frequently answers guest query on
    toursim services available in the area
    ■ Internet-Based Systems
    – Statistics have shown that more than 50% of all travel reservation has
    been made through the Internet and about 65% of same day hotel
    bookings are made using a smartphone (www.statisticsbrain.com)
    ■ Alliances
    – When a hotel, restaurant or resort partners with a credit card company,
    bank or other companies share customers and aim for objectives that
    will benefit both.
    Factors to Consider in Choosing
    Marketing Intermediaries
    ■ Reputation
    – Trustworthy, dependable, and professionally managed
    ■ Efficiency
    – Fast, reliable and excellent service
    ■ Cost
    – Economic feasibility
    ■ Control
    – The channel should show compliance on systems and guidelines
    set by suppliers

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