THE MARKETING MIX

The Marketing Mix: Distribution Channels (Place)



The Marketing Mix: Distribution Channels (Place)

Building a marketing mix specifically defined for the service that allows your company to integrate a successful concept to market size under its control as (a) the nature of the service offered (b) where the supplies and added value in that aspect can provide your company (c) the base price and (d) promotions that can be maintained.

People do not buy products, but solutions to problems, when problems are resolved through the provision of a service provider must be clear about what people value at the time of the decision to consume. This has to do with (a) where service is provided (b) their availability when required by the customer (c) setting a fair price for the completion of service and (d) the effort made by the supplier to achieve customer satisfaction.

Place is a unique set of distribution channels and travel trade intermediaries has developed in tourism. The distribution mix is the combination of these channels that a destination or tourism business selects to use (Freeman, 2008).

The act of spreading or apportioning of goods and services to those with a demand or need for them is referred to as distribution. To go to market, producers of services and products create at least one channel of distribution, or path, through which they access a potential buyer, convert the prospect into a customer, and fulfill the orders the customer places.

STRATEGIES OF SEGMENTATION

These strategies can be selected for the tourism marketing.

Undifferentiated Strategy

Same strategy of product, price, distribution and promotion for all segments in a way that considers satisfying different needs of each segment with the unique shopping opportunities. This is based on common characteristics of the segments.

Differentiated strategy

Develop a different marketing mix for each identified target segments and provide a product tailored to the needs of each of these segments.

Focused strategy

Is the strategy of the specialist, looking for a high-market share in a distinct niche. Efforts are directed to one or a few segments in which one has a comparative advantage.

DISTRIBUTION

Distribution is the marketing tool that links production to consumption, and its function is to make the product available to the final consumer at the time you need and where you want to buy it. A principal, that is a travel product supplier, is faced with a decision on Choice of distribution channel. If the principal is an airline or a hotel, it has potentially three options: selling through a tour operator, selling through a travel agent or selling direct to the consumer. If the principal is a tour operator (that is a company packaging different products together to form a new travel product), two options confront it: again, either welling direct to the consumer or selling via a travel agent.

DISTRIBUTION CHANNEL

Within the tourism marketing, channels or networks of distribution are the structure that forms in a tourist market by all organizations, with the main objective to facilitate and make available to prospective buyers of products from different manufacturers making the ...