Marketing Mix: Place and Distribution Channels
In our video on Marketing Mix, one of the 4 Ps was Place.
Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details
Marketing for Managers
This video is part of course module number 8.3.3
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 2: Marketing Mix
Other videos in this section include:
🎬 What is the Marketing Mix – The 4Ps? https://youtu.be/gsp72V0W8Uw
🎬 Marketing Mix: Product – What is the Product Marketing? https://youtu.be/uBFcQByXn9Y
🎬 Marketing Mix: Price and Pricing Strategy https://youtu.be/0U9NhG4I0uw
🎬 Marketing Mix: What is Promotion? https://youtu.be/n552xtFOV2Q
🎬 Marketing Mix: What is Positioning? https://youtu.be/4_wIDOKJS2Q
🎬 What is the Marketing Channel Mix? https://youtu.be/pH6Zjrd3IB4
🎬 What is Public Relations (PR)? https://youtu.be/2Nc2gDAaxzY
🎬 Guy Kawasaki: What is Enchantment? https://youtu.be/8exdRE6gp8k
🎬 Seth Godin: What are Tribes? https://youtu.be/INKI-FRUNcA
Place is where your customers can buy and access your product and service. This is partly about the physical location and also about the channel:
• High street
• Digital delivery
When considering which channels to choose, you are concerned with two main things:
• how convenient it is for the customer to access your product
• the cost of serving the customer
These can conflict. However, with much online distribution, they are converging, to the benefit of both suppliers and customers.
An important consideration is the number of stages in each distribution channel, from the producer to the end-consumer. Each intermediary adds cost to the consumer or reduces profit to the producer.
They may also dilute the marketing messages or add value to the way the consumer perceives the product. So whether the producer sells direct to the end consumer or goes through wholesalers, retailers, distributors, or value-added resellers is an important marketing, as well as distribution and logistics, choice.
Some producers opt for vertical integration by formally partnering with, or even owning, the intermediaries on their distribution chain.
The choice of distribution intermediary often contains marketing messages in itself. Premium consumer brands sell through very different retailers to those used by economy brands, for example. And this applies both online and in physical stores.
Think about a product or service your organization produces and markets. What are the elements of its marketing in terms of the four Ps of product, price, place, and promotion? If your organization doesn’t produce a product or service, then pick one you are familiar with either through your work or domestic life.
1. What are the primary distribution channels? (2 MC CPD Points)
2. How do the places the product is available make it easy for the target customers? (2 MC CPD Points)
3. What is the distribution chain for the product? (2 MC CPD Points)
🧰 CPD Tools – https://gum.co/MC-CPD
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)
📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)
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#Place #ManagementCourses #MarketingMix