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Chapter Nine

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

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  1. Chapter Nine Distribution

  2. Distribution • Availability • Access • Operating hours • Direct channels • Indirect channels

  3. Components of the Service Process • Information • Reservation • Payment • Consumption

  4. Channel Options • Exclusive distribution • Selective distribution • Intensive distribution

  5. 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

  6. 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

  7. International Expansion • Direct exporting • Joint ventures • Direct foreign investment • Agents • Franchises • License agreements

  8. 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

  9. Branding • Love Mobile Pet Grooming • Affordable Funeral Services • McDonald’s • Glamour Shots • Lawn Doctor • Kwik Kopy • Four Seasons Hotel • Marriott

  10. Centralized Decentralized Service-specific Site-specific Firm-specific Distribution Management Organizational Structure Economies-of-Scale

  11. 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

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