Place in the Marketing Mix: Definition & Concept

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  • 0:02 What Is the Marekting Mix?
  • 1:15 Place in the Marketing Mix
  • 1:50 Product Placement
  • 2:45 Distribution Methods
  • 3:19 Lesson Summary
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Lesson Transcript
Instructor: Trina Sampson
In this lesson, we'll define the marketing mix and then focus specifically on one element of the marketing mix - place. This element is used to ensure products are available at the right location at the right time.

What Is the Marketing Mix?

Every consumer has been affected by the marketing mix. This business tool is comprised of four elements:

  • Product: The item meets the consumer's needs or desires
  • Price: The cost yields enough profit while still being acceptable to the consumer
  • Promotion: The item is effectively advertised and promoted
  • Place: The product is properly distributed and available in a convenient location at the right time

If you've ever, say, been to a video store and, while paying for your movie rental, purchased a bag of gummy worms at the cashier's suggestion, then you've been affected by the marketing mix. The product (gummy worms) satisfies your need for a sweet treat to enjoy during the movie; the candy's price is low enough to warrant purchasing but not so low that the company will not gain profit; the sales staff promoted the item that led to the sale; and the placement of the product (in line at the video store) is convenient and ideal. The four Ps of the marketing mix all work together in the development of a marketing strategy; however, in this lesson, we'll focus specifically on place, also called distribution.

Place in the Marketing Mix

As we've mentioned, place is the element of the marketing mix that ensures that the product is distributed and made conveniently available for the consumer - at the right location at the right time. It is imperative that, when the consumer comes into the store to purchase a product, that product is readily available without any issue. Whenever consumers are faced with issues involving the availability of a product, it's almost certain that they will take their business somewhere else. This is why it is so important the product makes it to the right place at the right time.

The Importance of Product Placement

Look at it this way. Imagine walking into your favorite coffee shop - it's your morning routine that you pick up a latte every morning. On this particular morning, you visit your coffee shop, but lattes are not available. As a customer, you don't know what went wrong in the supply of lattes, or why this item is not at the right place at the right time. But you are not a happy camper, because it is clearly not up to you as a customer to figure out what went wrong in making sure the product is available.

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