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26
What Is
Place?
After studying this chapter,
you will be able to
n list four decisions covered by the place P
of the marketing mix.
n name the two main considerations for
choosing a business site.
n describe the qualities of a good retail site.
n explain what a channel of distribution is.
n explain the difference between a
wholesaler and a retailer.
n describe three main functions of
intermediaries.
n explain why manufacturers use
intermediaries.
n summarize the way channel management
helps control the movement of products
from producer to consumer.
n describe the transfer of ownership
through a channel of distribution.
Marketing Terms
site
market coverage
channel of distribution
intermediaries
wholesaler
channel member
nonstore retailer
supply chain
agent
broker
direct distribution
indirect distribution
facilitate
bulk-breaking
channel management
title
Imagine standing in front of your school.
Your school is in the business of educating
young people. Education (a service) is the
school’s product. You and the other students
are the consumers. What place decisions
were made for your school, 26-1?
The first place decision was location.
The school is not located in a wheat field.
It is located in a community that has many
school-age children. Another place decision
concerns hours that the school is open. The
school is open during scheduled classes and
before and after school for clubs, sports, and
other projects.
Now think of the goods that are in your
school, for example, books, desks, posters,