The Marketing Mix: Place (Edexcel IGCSE Business)

Revision Note

Lisa Eades

Written by: Lisa Eades

Reviewed by: Steve Vorster

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

Types of Distribution Channels

  • Distribution channels refer to the various intermediaries through which goods/services move from the business to the end customer 
     

Diagram: Distribution Channels

4--distribution-channels

The two different types of distribution channels businesses can use to move products to the end customer 
  

Three-stage distribution channel

  • The three-stage distribution channel moves the product directly from the producer to the retailer, who then sells it to the final customer

  • This channel is often used for products with high profit margins, where the manufacturer can afford to sell directly to the retailer and still make a profit

    • Eg Toshiba produces laptops and sells them directly to retailers like Currys, who then sells them to the end customer 

Two-stage distribution channel

  • The two-stage distribution channel moves the product directly from the manufacturer to the end customer

  • This channel is commonly used for products that are sold online or through direct sales channels and is referred to as e-tailing

    • E.g. RyanAir sells its service (passenger tickets) directly to the end customer on their website

Examiner Tips and Tricks

Do not confuse the place element of the marketing mix with business location. Place relates specifically to the stages a product passes before it reaches the customer.

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Lisa Eades

Author: Lisa Eades

Expertise: Business Content Creator

Lisa has taught A Level, GCSE, BTEC and IBDP Business for over 20 years and is a senior Examiner for Edexcel. Lisa has been a successful Head of Department in Kent and has offered private Business tuition to students across the UK. Lisa loves to create imaginative and accessible resources which engage learners and build their passion for the subject.

Steve Vorster

Author: Steve Vorster

Expertise: Economics & Business Subject Lead

Steve has taught A Level, GCSE, IGCSE Business and Economics - as well as IBDP Economics and Business Management. He is an IBDP Examiner and IGCSE textbook author. His students regularly achieve 90-100% in their final exams. Steve has been the Assistant Head of Sixth Form for a school in Devon, and Head of Economics at the world's largest International school in Singapore. He loves to create resources which speed up student learning and are easily accessible by all.