The marketing mix place

这是一篇关于The marketing mix place的思维导图，主要内容包括：factors affecting distribution channel，4 different distribution channels，role of place decisions。

The marketing mix: place

• role of place decisions
  • wrong place lead to low sales and profits
  • products should be available when and where customers needeed
  • place must convenient for consumers
• 4 different distribution channels
  • direct to consumers
    • advantges
      • very simple
      • direct contact with customers
      • lower price (no wholesaler/retailer)
    • disadvantages
      • producer hold all inventories
      • not suitable for all products (not easily to be sent by post
      • high delivery cost
      • consumers do not live near factory or could not go there to buy
  • using a retailer as the only intermediary
    • advantages
      • producer sell large quantities to retailers
      • reduced distribution costs comapred to channel1
    • disadvantages
      • no direct contact with customers
      • price higher than 'direct selling'
      • lower storage cost for manufacturer
  • using a wholesaler and retailer as intermediaries
    • advantages
      • reduces storage cost for retailer
      • retailer can buy small quantities from wholesaler(relatively short shelf life)
      • wholesaler can give advice to retailer/manufacture what is selling well
      • saving transport cost
      • wholesaler can give credit to retailer
    • disadvantages
      • expensive for small retailer buy from wholesaler
      • wholesaler may not be full range of products
      • take longer to get consumers(lower quality if short shelf life)
      • higher consumer prices than direct selling
  • using an additional intermediary such as an agent
    • advantages
      • agents will be aware of local condition
      • agents give advice in best way to sell products
    • disadvantages
      • producer has less control
      • high consumer price
• factors affecting distribution channel
  • what type of the products?
    • business-to-business
    • business-to-consumer
  • is very technical?
    • direct selling is suitable for goods with technical knowledge
  • how often purchased?
    • every day-retail outlets
  • how expensive?
    • if marked as being expensive and good quality-not good at discount shops
  • how perishable
    • if goes rotten quickly, needed to be widely avaliable in many shops
  • where customers located
    • if in another country-different retail routes or internet
    • if in cities-not good selling goods at rural areas
  • where competitors sell