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What makes the place component of marketing successful?

1) Describe an example of when the place component of an organization's strategy was off target (if you can't think of a real one, its OK to make up a scenario to illustrate your points) and compare this to an organization whose place strategies were well developed. Remember, place can also be defined as having the product available to consumers in the specified market for easy purchase as they demand it.

2) Now, imagine you are able to look behind the scenes at their inner workings, how did the successful or unsuccessful planning of distribution channels effect the placement of the product which in turn affected the promotional strategy. Or...do you think it would have any effect at all? Please explain.

3) What do you think contributed to the success or failure of the scenario(s) you presented?

Solution Preview

The key to this problem is to step back and be very objective about the place itself and the reason that specific place was chosen. This is not always easy even for company executives. Remember, marketing is really about meeting customers' needs, understanding what customers think or how they will react, and making it very easy for customers to acquire the product (or service).

For example, a person might think that with so many people eating out at restaurants today, restaurants anywhere, on any ...

Solution Summary

The key to good planning for the place (physical or virtual) component of the marketing strategy is to step back and be very objective about the place itself and the reason that specific place was chosen. Remember, marketing is really about meeting customers' needs, understanding what customers think or how they will react, and making it very easy for customers to acquire the product (or service). Is that truly the case from the customer's perspective?

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