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Place

4.5 The 4Ps - The importance of place in the marketing mix

Learning outcomes

Place, or distribution, in the marketing mix refers to the plans and processes of getting the right products (goods and services) to the right customers in the most convenient and most cost-effective way at the right time.  Distribution is a vital for all businesses - there is no point in having a great product if customers are unable to purchase it. The more widely available a product is, the more likely it will sell.

Place is about providing convenience to consumers. Organizations do this through means of distribution channels such as wholesalers, retailers, e-commerce and sales agents. Most businesses use intermediaries as part of their distribution. Intermediaries are the entities (such as retailers and sales agents) that act on behalf of sellers and buyers in the distribution of goods and services.

Watch this short video about the importance of getting the right distribution channels:

The learning outcomes (or assessment objectives) for this section of the syllabus are:

  • The importance of place in the marketing mix (AO2)
  • The effectiveness of different types of distribution channels (AO3)
Click the hyperlinks below to access the InThinking resources for this particular section of the syllabus.
InThinking resources

Return to the Unit 4.5 The four Ps homepage

Return to the Unit 4 Marketing homepage

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