Module 3 - Background
The Marketing Mix: Distribution Channels (Place)
Having developed an understanding of how consumers make purchase decisions, and how marketers analyze markets and select targets, we turn our attention in Modules 02-05 to how firms can win and retain customers and here in Module 03 we focus on one of the four elements of the Marketing Mix, Place, the way in which the product is made available to the customer. This raises a number of questions such as:
- What alternative ways are there for making a product available to customers?
- How do marketing managers make decisions about these alternatives?
The materials on this page have direct relevance to those questions as well as to your Module 03 Case which concerns distribution decisions and the third part of your SLP.
For both the case and the SLP, the following materials have been provided:
Resources for all modules:
- The course designer has prepared background materials for each module that can be accessed through the presentations link at the top of each page.
- An extensive glossary of marketing terms can be accessed at
Marketing Power Dictionary (2011). American Marketing Association.. Available March 7, 2013 at
http://www.marketingpower.com/_la
- The following reference covers a range of marketing topics:
Marketing Made Simple. (n.d.). Available March 7, 2013 at
http://www.marketing-made-simple.com/
Module 3 Readings
Christ, P. (2011). Principles of Marketing. KnowThis.com.
Read the following chapters:
- Distribution Decisions
- Retailing
- Wholesaling
Available March 7, 2013 at http://www.knowthis.com/principles-of-marketing-tutorials/
Tanner J and Raymond MA, (2012) Principles of Marketing, 2nd ed., Lardbucket
Read Chapters 8 & 9