In Unit 11: Place, we will discuss the third of the 4 P’s of marketing. We’ve already learned about Product and Price which are relatively straightforward. These components are integral and obvious parts of the marketing mix: what is the good or service? (product) and how much does it cost? (price) are easy questions to answer.
Place or as we often refer to this element of the marketing mix, distribution, brings the products or services to the actual location where you want to buy them, taking into consideration the physical needs of the product or service (refrigeration for frozen foods, etc.) and the sustainable price for the customers and retailers.
By the end of this unit, you should be able to:
- Explain what channels of distribution are and why organizations use them
- Explain how channels affect the marketing of products and services
- Describe types of retailers and explain how they are used as a channel of distribution
- Explain how integrated supply chain management supports an effective distribution strategy
In order to successfully complete this unit, you’ll need to do the following:
1. Read this Open Educational Resource (free to access): Module 12: Place: Distribution Channels1
Please note: you do not need to complete the activities listed in this resource.
2. Watch this video (also embedded below) from Professor Wolters on YouTube2 about Place within the marketing mix.
1CC LICENSED CONTENT, ORIGINAL Why It Matters: Place: Distribution Channels. Provided by: Lumen Learning. License: CC BY-SA: Attribution-ShareAlike
2Professor Wolters on YouTube: Marketing Mix: Place – Delivering the Value Proposition. https://www.youtube.com/watch?v=9yuGa0Dnya8