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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?    • What is the Marketing Mix - The 4Ps: ...   🎬 Marketing Mix: Product - What is the Product Marketing?    • Marketing Mix: Product - What is Prod...   🎬 Marketing Mix: Price and Pricing Strategy    • Marketing Mix: Price and Pricing Stra...   🎬 Marketing Mix: What is Promotion?    • Marketing Mix: Crafting a Message - W...   🎬 Marketing Mix: What is Positioning?    • Marketing Mix: The Fifth P - What is ...   🎬 What is the Marketing Channel Mix?    • What is the Marketing Channel Mix? Pr...   🎬 What is Public Relations (PR)?    • What is Public Relations (PR)?   🎬 Guy Kawasaki: What is Enchantment?    • Guy Kawasaki: What is Enchantment?   🎬 Seth Godin: What are Tribes?    • Seth Godin: What are Tribes?   LESSON NOTES 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 • Uptown • Out-of-town • Mail-order • Online • 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. Distribution Levels 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. RECOMMENDED EXERCISE 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) DOWNLOADS Free Resources 🧰 CPD Tools - https://gum.co/MC-CPD Paid resources 🧳 Management Courses Onboarding Kit - https://gum.co/MC-ObK ($3) RECOMMENDED READING 📖 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-... (the links are affiliated) MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS You can record your Management Courses CPD points on our free, downloadable CPD record log. 📓 Download it at: https://gum.co/MC-CPD Each video has two levels of MC CPD points. For this video: If you simply watched the video, record 2 MC CPD points If you also carried out all of the recommended exercises, score a total of 8 MC CPD points #Place #ManagementCourses #MarketingMix