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4.5.4 Place

  • /
  • Unit 4 - Marketing/
  • 4.5 The seven Ps of the marketing mix/
  • 4.5.4 Place

Unit 4.5 - The seven Ps of the marketing mix: Place

Learning outcomes

Place (also referred to as distribution) in the marketing mix refers to the plans and processes of getting the right products (goods and services) to the right customers in the most convenient and most cost-effective way at the right time. Distribution is a vital for all businesses - there is no point in having a great product if customers are unable to purchase it. The more widely available a product is, the more likely it will sell.

Place is about providing convenience to consumers. Organizations do this through means of distribution channels such as wholesalers, retailers, e-commerce and sales agents. Most businesses use intermediaries as part of their distribution. Intermediaries are the entities (such as retailers and sales agents) that act on behalf of sellers and buyers in the distribution of goods and services.

 Watch this short video about the importance of getting the right distribution channels:

The single learning outcome (or assessment objective) for this section of the syllabus is:

  • The importance of different types of distribution channels (AO3)

 Teacher only box

Note to teachers

The following learning outcomes are from the previous syllabus (final exams 2023):

  • The importance of place in the marketing mix (AO2)

  • The effectiveness of different types of distribution channels (AO3)

Note the wording in the new course (first exams 2024), which replaces the above as a single learning outcome for this section of Unit 4.5, is as follows:

  • The importance of different types of distribution channels (AO3).

In this section of the syllabus, the learning outcome has changed from "The effectiveness of different types of distribution channels (AO3)" has been changed to "The importance of different types of distribution channels (AO3)"

 InThinking resources

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