Place (AQA GCSE Business)
Revision Note
The Importance of Place
Place in the marketing mix refers to where customers purchase a businesses products and the distribution channels used to move the product from producer to consumer
In a competitive environment, location and distribution decisions can give a company a competitive advantage
Businesses could locate themselves in areas with high foot traffic to achieve high sales volumes
They may use innovative online channels to reach customers who prefer to shop online
Changing consumer needs can impact the way businesses distribute their products
E-commerce makes it easier for consumers to shop online and have products delivered to their doorstep
Many businesses have therefore invested in their online presence, offering convenience and fast delivery to meet customer needs
Distribution Channels
Distribution channels refer to the various intermediaries through which goods/services move from the business to the end customer
Diagram: Distribution Channels
Businesses can use wholesalers and retailers to move products to the end consumer
Three-stage distribution channels
A three-stage distribution channels moves a product from the producer to the wholesaler, who then sells it to a retailer from which the end consumer purchases it
These channels are often used for products with high profit margins, where the manufacturer can afford to sell through wholesalers and retailers, while still making a profit
E.g. Heinz sells canned goods to wholesalers such as Booker or Costco, who then sell them in smaller quantities to cafes or local shops. Customers then purchase these goods as part of a meal or as groceries to consume at home
Two-stage distribution channels
In many cases, large retailers such as national supermarkets, purchase stock directly from manufacturers
Retailers are the most common distributor for the majority of consumers' needs, who buy items in small quantities for personal use
These retailers have large warehouse facilities to store large quantities of goods]
E.g. Leading brands such as Coca Cola and Nestle deal directly with UK supermarket Tesco, which distribute goods to its large number of stores across the country
Some wholesalers allow consumers to purchase products directly from their warehouses
Wholesalers are most appropriate when customers wish to purchase products in large quantities
E.g. Costco offers memberships to those employed in areas such as finance, local government and education
Telesales and Mail Order
Some producers sell their products, particularly services, directly to customers over the telephone
Examples include insurance products, holidays and magazine subscriptions
E.g. Trailfinders sells its adventure holiday packages exclusively using telesales
Other businesses sell their products by mail order, where customers place orders by post, or over the phone, after consulting a brochure or catalogue
Examples include garden plants, clothing items and seasonal items
E.g. The Book People accepts mail order purchases, issuing frequent brochures containing a selection of discounted books and gifts
This eliminates the need to operate expensive retail or wholesale outlets and allows direct contact with customers
Many of these businesses now offer online purchasing alongside these traditional distribution methods
Examiner Tip
A common misconception is that telesales is advertising on television, for example, on specialist channels. The 'tele' in telesales refers to sales conducted over a physical distance, commonly finalised over the telephone.
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