Chapter 26 What Is Place?
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and bulletin boards. Each of these goods was
produced at a different location. Now these
goods are all at school where and when you
need them. These goods are here because of
the place decisions made by marketers.
Place Decisions
Place is one of the Four Ps of the
marketing mix, 26-2. As you learned in
Chapter 1, place is the term for marketing
activities involved in making products
available to customers. It includes
distribution.
Place decisions involve determining
when, where, and how products get to
customers. An important part of the place
decision is determining where products
should be offered and how to get the
products to those places. Place decisions
also include making sure there are enough
quantities of products available. Successful
organizations make sure their products are
in the right place at the right time and in
the right quantities. Then their customers
can buy or use them. Goods, services, and
ideas require place decisions. Consumer
products and business products require place
decisions.
In order to make good place decisions,
marketers need to know where and when
customers use their products. Marketers
study the buying habits of their customers to
determine the most convenient and efficient
locations to sell their products. They analyze
26-1
What place decisions were made for your
school?
Product
Promotion
Place
Price
Target
Market
26-2
Place decisions are critical to the success of a
product. Place decisions include determining
when, where, and how products get to customers.
Distribution and retailing are often part of place
decisions.