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:

Locations

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?

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.

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.