MANA 298 Lecture Notes - Marketing Mix, Direct Marketing, Order Processing
Document Summary
Place refers not only the location in which products/services are offered, but also channels of distribution through which products/services move from producer/supplier to end user and the methods used to achieve this. (stokes, 1997) Ensure that products and services are available to target customers in the right place" and at the right time"(cim, Equivalent to physical distribution channel or logistic in marketing. Role and importance of place in marketing: product and services need to be available in the right:- Condition with the right advice, installation procedures and after sales service. Scenarios: stock out of/too much, damage in transit, direct delivery by competitors, warehousing, distribution and delivery too high: a heightened and changed role for place development of new approaches and techniques: 1: cost of distribution/logistics - potential for savings, 30% or more of total product costs: potential for competitive advantage effective distribution and logistics customer satisfaction, effect on sales and market share.
