The Marketing Mix: Place (Edexcel IGCSE Business)
Revision Note
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
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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