HTT 303 Study Guide - Midterm Guide: Ryanair, Harmony Cove, Fixed Cost
21 Apr 2016
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Key part of marketing involves uniquely blending the products and services. Must suit special characteristics of travel product. Corporate integration in travel and tourism distribution channels. Product: located elsewhere from where it was distributed. In our industry, we can only distribute information (only give physical and verbal presentation) Just selling the right to use services agreed upon future time and place: no guarantee of satisfaction possible. Products are sold in a climate of uncertainty. Must establish trust to make money: product does not build up inventories, products virtually identical. Convince: travel purchase initiates chain reaction, what gets transported. Vertical integration when you supply one another (transportation works with tour companies) Backward integration looking for someone to supply you. Forward integration looking for a company to distribute your products. Horizontal integration buying other companies that offers the same level of activity. Need to be selling to the same distribution channel.
