Marketing Ps - Placement
What is Placement in the Marketing Mix?
Written by J. Mance Gordon
Updated at April 21st, 2024
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What is Placement in the Marketing Mix?
Where and through what methods are the products or service sold?
The various aspects of product placement include:
- Location
- Distribution Channels
- Directness of Channel
- Number of Channel Members
- Criteria for Channel Members
- Number of Channels per Market
Locations
- Local, National, International,
- Internet-based, physical locations.
- Logistics, including transportation, warehousing, and order fulfillment
Distribution Channels
- How does the company plan to get the product/service to the end user?
- What channel of distribution is to be used?
- Direct manufacturer to consumer.
- One stage manufacturer to retailer to consumer.
- Traditional manufacturer to wholesaler to retailer to consumer.
- Multi-stage manufacturer to broker to wholesaler to retailer to consumer.
- Who or what company will carry out the distribution?
- How will you motivate the distribution channel?
- What will the distributor profit margins look like?
- Are commissioned salespersons to be used?
- What are the costs associated with the proposed distribution channels?
- Criteria for evaluation distributors?
- How do these channels affect delivery/production time frames?
- What are delivery terms?
Degree of Directness of the Channel
- Marketing Conditions Are end users concentrated (direct) or dispersed (indirect) in market.
- Product Attributes Is product large (direct) or small (indirect), bulky (direct), perishable (direct), hazardous (direct), expensive (direct).
- Cost Benefits Considers the cost benefits in selection of channel members; many benefits (indirect) minimal or no benefit (direct).
- Venture Attributes Financial strength, size, channel experience, and marketing strategy of venture.
Number of Channel Members
- Intensive As many retailers, wholesales, etc., as possible.
- Selective Small number of channel members based on some set of criteria or requirements
- Exclusive Select only one wholesaler and/or retailer.
Criteria in Selection of Channel Members
- Reputation
- Services Provided
Number of Channels per Target Market
- One channel for one target market or multiple target markets.
- Multiple channels for one target market or multiple target markets.
Related Topics
- What is a Marketing Strategy (Marketing Mix)?
- 4Ps (sometimes 5, 6, or 7 Ps) of Marketing Definition
- Marketing 4 Ps - What is Product?
- Marketing 4 Ps - What is Placement?
- Marketing 4 Ps - What is Price?
- Marketing 4 Ps - What is Promotion?
- Marketing 4 Ps - What is Packaging?
- Marketing 4 Ps - What is Process?
- Elements of a Good Marketing Strategy?
- What is a Marketing Plan?
- Outline for Marketing Plan
- The Mission and Product/Service Statement
- Situation Analysis
- Target Market
- Marketing Objectives and Goals
- Marketing Strategy
- Action Plan
- Budget
- Controls
- What Does "Place" or "Placement" Mean?
- What is a Distribution Channel?
- What is Direct Distribution and Indirect Distribution
- What is Multi-Channel Distribution?
- What is a Channel System?
- Vertical Market
- Vertical Integration
- Ideal Market Exposure
- Intensive Distribution
- Selective Distribution
- Exclusive Distribution
- Discrepancy of Assortment
- Discrepancy of Quantity
- Channel Conflict