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    Sofyan Effendy
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    Place refers to the physical locations or distribution channels where the target audience will perform the desired behavior or receive associated services. Communication channels describe where messages appear, while places are where behaviors occur. Developing the place strategy is the third step in creating a strategic marketing mix. Strategies for place include making locations closer, extending hours, being present at decision points, improving location appeal, overcoming psychological barriers, increasing accessibility over competitors, limiting competitor access, aligning with audience shopping/dining habits, and aligning with audience hangouts. Social franchising increases distribution by allowing individual outlets owned by franchisees to use a franchiser's brand and policies. Distribution channels can be zero-level direct, one-level through retailers, two

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    Place refers to the physical locations or distribution channels where the target audience will perform the desired behavior or receive associated services. Communication channels describe where messages appear, while places are where behaviors occur. Developing the place strategy is the third step in creating a strategic marketing mix. Strategies for place include making locations closer, extending hours, being present at decision points, improving location appeal, overcoming psychological barriers, increasing accessibility over competitors, limiting competitor access, aligning with audience shopping/dining habits, and aligning with audience hangouts. Social franchising increases distribution by allowing individual outlets owned by franchisees to use a franchiser's brand and policies. Distribution channels can be zero-level direct, one-level through retailers, two

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    11 views1 page

    Place

    Uploaded by

    Sofyan Effendy
    Place refers to the physical locations or distribution channels where the target audience will perform the desired behavior or receive associated services. Communication channels describe where messages appear, while places are where behaviors occur. Developing the place strategy is the third step in creating a strategic marketing mix. Strategies for place include making locations closer, extending hours, being present at decision points, improving location appeal, overcoming psychological barriers, increasing accessibility over competitors, limiting competitor access, aligning with audience shopping/dining habits, and aligning with audience hangouts. Social franchising increases distribution by allowing individual outlets owned by franchisees to use a franchiser's brand and policies. Distribution channels can be zero-level direct, one-level through retailers, two

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Place : where and when the target audience will perform the desired behavior, require any related

    goods, or receive any associated services

    Examples of "place" (distribution channels) :


    physical locations, phone, phone apps, mail, fax, internet, mobile units (a vehicle w/ equipment for
    specific purpose), stores, hangouts, drive-through services, home delivery, house calls, kiosks, vending
    machines

    What is the difference between "place" and communication channel?


    a communication channel is where your message appears (e.g. brochures, ads, news stories), a place
    is where the desired behavior takes place

    Step 7 (third step in developing a strategic marketing mix)


    develop the place strategy

    10 place strategy ideas


    1) make the location closer 2) extend hours 3) be there at the point of decision making 4) make the
    location more appealing 5) overcome psychological barriers associated with a place 6) be more
    accessible than the competition 7) make access to the competition more difficult or unpleasant 8) be
    where your target audience shops or dines 9) be where your target audience hangs out 10) work with
    existing distribution channels

    Social franchising
    a way to increase existing distribution channels for an existing program/product, one individual/group
    (franchiser) owns a franchise brand and policies, and offers an individual outlet owner (franchisee)
    business opportunities

    zero-level channel
    direct distribution from social marketer to target audience (e.g. mail, internet, door-to-door, or
    outlets managed through social marketing organization)

    one-level channel
    one distribution intermediate, most commonly a retailer (e.g. grocery store)

    two-level channel
    deals with a local distributor as well as a retailer (e.g. working with the distributor of life vests to
    include safety tips attached to the product)

    three-level channel
    a national distributor finds local distributors

    distribution channel
    another word for "place" used by the commercial marketing sector; includes physical and non-
    physical channels where desired behavior occurs

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