Place and the marketing mix

Overview

The four Ps working together, physical and digital distribution channels, the mix across the life cycle, market share with worked calculations, and interpreting market data after a campaign.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   What are the four Ps of the marketing mix?

   Model answer

   The four Ps are product, price, place and promotion.

2. 2

   Why is the marketing mix important to a business?

   Model answer

   The marketing mix is the set of decisions that makes customers want to buy the product. A single weak P can ruin an otherwise good product.

3. 3

   What does place mean in the marketing mix?

   Model answer

   Place is how and where a product reaches its customers, including the distribution channel used.

4. 4

   What is the difference between a physical and a digital distribution channel?

   Model answer

   A physical channel moves goods to customers through shops, warehouses and delivery vans. A digital channel delivers products or services online, such as downloads, streaming or online booking.

5. 5

   Describe the main routes a physical product can take from producer to consumer.

   Model answer

   A producer can sell direct to consumers, sell through a retailer, or sell through a wholesaler and then a retailer.

6. 6

   Give two advantages of a digital distribution channel.

   Model answer

   A digital channel reaches customers anywhere, at any time of day. Costs are lower because no shop or physical stock is needed.

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