Marketing mĩ



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The marketing phối place strategy is about how an organisation will distribute their sản phẩm or service khổng lồ the kết thúc user. The organisation must distribute the hàng hóa khổng lồ the user at the right place at the right time. Efficient và effective distribution is important if the organisation is to lớn meet its overall marketing objectives. If an organisation underestimates demvà, profitability will be affected.

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What Marketing Mix Distribution Channel Can Firms Use?

The diagram below explains the two distribution channels and the parties involved in the distribution chain.


There are two channels of distribution available to lớn firms. Direct distribution and indirect distribution

Indirect Distribution

Indirect distribution involves distributing your product by the use of an intermediary for example a manufacturer selling lớn a wholesaler và then on to the retailer.

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Direct Distribution

Direct distribution involves distributing direct from the manufacturer khổng lồ the consumer For example Dell Computers providing directly khổng lồ its target customers. The advantage of direct distribution is that it gives a manufacturer complete control over their product

Place và Distribution Intermediaries Defined

Manufacturer: Person, group or firm that makes the product.Wholesaler: The các buổi party that buys large quantities of a sản phẩm from manufacturers and sells it to retailers. Wholesalers sell goods to lớn other businesses, they vì not sell directly khổng lồ consumers.Retailers: The organisation that sells products directly khổng lồ consumers & kết thúc users. As they are selling khổng lồ consumers for personal use, the goods are usually sold in small quantities.

Place & Distribution Strategies

The three most common distribution strategies are discussed below

Intensive Distribution: Used commonly to lớn distribute low priced products or impulse purchases. For example snacks such as chocolates, soft drinks and crisps Exclusive sầu distribution: Involves limiting distribution lớn a single outlet. The sản phẩm is usually highly priced, và requires the intermediary khổng lồ place much detail in its sell. An example of would be the sale of vehicles through exclusive sầu dealers. Selective Distribution: A small number of retail outlets are chosen to lớn distribute the hàng hóa. Selective distribution is common with products such as computers, televisions household appliances, where consumers are willing lớn shop around and where manufacturers want a large geographical spread.

If a manufacturer decides khổng lồ adopt an exclusive or selective distribution strategy they should select reputable intermediaries, experienced in distributing similar products & an intermediary known khổng lồ the target audience.


Marketing Mix Place and Distribution strategy is about how effectively a firm gets its product khổng lồ consumers & kết thúc users. Firms can sells their products directly khổng lồ the consumer (direct distribution) or through intermediaries (indirect distributions). The best marketing mix place method will depend on the hàng hóa needing lớn be distributed and the "wants & needs" of the firm"s customers.

Related Links Marketing Mix Product | Marketing Mix Promotion | Marketing Mix Price | Marketing Mix 4Cs

Cliông chồng To View"s YouTube Video About Marketing Mix:Place

Related Links Marketing Mix Product | Marketing Mix Promotion | Marketing Mix Price | Marketing Mix 4Cs

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