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14.Negotiation: Agreeing on price and other terms of the offer so that ownership
or possession can be transferred
15.Risk taking: Assuming financial risks such as the inability to sell inventory at
full margin
16.Shifting functions to the intermediary may keep producer costs and prices
low, but intermediaries must add a charge to cover the cost of their work. To
keep costs low, functions should be assigned to channel members who can
perform them most efficiently.
17.Each layer that performs some work in bringing the product and its ownership
closer to the final buyer is a channel level.
18.From the producers point of view, a greater number of intermediaries in the
channel means less control, more complexity, and more cost.
19.A manager must choose the intermediaries that will make up the distribution
system and the number of levels that the distribution system will have.
20.One way of reaching a geographically diverse marketplace is through travel
agents.
21.Hotels seeking travel agent business must make it easy for agents to make
reservations. Providing toll-free reservation numbers is essential.
22.Hotels must do everything possible to make a favorable impression on guests
booked through travel agents to ensure future business from that agent.
23.Corporate travel agents are one of the strongest areas of the travel agency
business.
24.In developing a package, a tour wholesaler contracts with airlines and hotels
for a specified number of seats and rooms, receiving a quantity discount.
25.The tour wholesaler has to provide a commission for the travel agent and
give consumers a package that is perceived to be a better value than what
they could arrange on their own.
26.With the increased number of international resorts, tour wholesalers are
becoming a powerful member of the distribution channel.
27.Tour brokers sell motor coach tours, which are attractive to a variety of
markets.
28.Motivational houses provide incentive travel offered to employees or
distributors as a reward for their efforts.
29.Junket reps serve the casino industry as intermediaries for premium players.
Junket reps maintain lists of gamblers who like to visit certain gaming areas,
such as Reno, Las Vegas, or Atlantic City, and they work with one or a few
casinos rather than the entire industry.
30.It is often more effective for hotels to hire a hotel representative than to use
their own salesperson. This is true when the market is a distant one and when
cultural differences may make it hard for an outsider to penetrate the market.
31.Frequent changes in hotel representatives are not cost efficient or cost
effective.
32.National, state, and local tourist agencies are an excellent way to get
information to the market and gain room bookings.
33.State agencies promote the state resources and attractions overseas,
nationally, and in the state itself.
34.Reservation systems provide a central reservation system for hotels. They
usually provide the system for small chains or provide an overseas
reservation service, allowing international guests to call a local number to
contact the hotel.
35.A consortium is a group of hospitality organizations that is allied for the
mutual benefit of the members.
36.The consortium allows a property to be independent in ownership and
management while gaining the advantages of group marketing.
37.The difference between a consortium and reservation company is that the
consortium provides a more comprehensive range of marketing services and
its members pay for these services with initial joining fees and annual fees.
38.Global distribution systems (GDSs) are computerized reservation systems
that serve as a product catalog for travel agents and other distributors of
hospitality products.
39.Internet reservations account for almost 40 percent of leisure and business
travel bookings.
40.Almost all hotel brand Web sites offer a low price guarantee. This encourages
guests to book directly with the hotel company, rather than through an
intermediary.
41.One model of distribution on the Internet is called the merchant model. In this
model distributors mark up discounted net-rate hotel rooms.
42.Priceline and Hotwire use an opaque system where the buyer cannot specify
any particular hotel or airline; thus, someone with a brand preference cannot
compare prices with specific hotels.
43.Persons who purchase from a third party on the Internet pay the third party.
44.Point of sale (POS) systems are now available that allow guests to make
reservations over the Internet and include when they want to pick up the
order.
45.One of the major advantages of the Internet is it saves labor. The Internet is
an excellent example of how service companies can get the customer to be
their employee.
46.Each channel member is dependent on the others, playing a role in the
channel and specializing in performing one or more functions.
47.Although channel members depend on each other, they often act alone in
their own short-run best interests. They frequently disagree on the roles each
should play or who should do what for which rewards. Such disagreements
over goals and roles generate channel conflict.
48.Horizontal conflict is conflict between firms at the same level of the channel.
49.Vertical conflict, which is more common, refers to conflicts between different
levels of the same channel.
50.Some conflict in the channel takes the form of healthy competition. Without
it, the channel could become passive and noninnovative.
51.Figure 12.3