Marketing mix- Place

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  • Place
    • Different channels of distribution
      • Direct selling
        • Manufacturer to consumer
        • E-commerce
        • More profitable
      • Indirect selling
        • Manufacturer to retailer to consumer
        • Perishables
      • Direct selling through one agent
        • Manufacturer to agent to consumer
      • Indirect selling
        • Manufacturer to wholesaler to retailer to consumer
    • Retailers are shops who sell to consumers
    • Wholesalers buy products in bulk for cheaper
    • Short distribution channels
      • Industrial products
      • Few customers
      • Expensive
      • Infrequent sales
      • Bespoke
      • Bulky products
    • Long distribution
      • Consumer products
      • Lots of customers
      • Inexpensive
      • Frequent sales
      • Small products

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