MARKETING MIX — PLACE

MARKETING MIX - PLACE
I. Store Retailing:
1) Amount of Service
a) Self-service e.g. supermarket
b) Limited-service retailers e.g. sales assistance as the result of higher prices
c) Full-service retailers e.g. Specialty stores and first-class department stores

MARKETING MIX - PLACE
2) Product Line
a) Specialty Store is a narrow product line with a deep assortment within that line e.g. sporting goods, furniture, books, flowers, or toys stores;
single-line store is a clothing store
limited-line store is a men's clothing store
super-specialty store is a men's custom shirt store
b) Department Store carries a wide variety of product lines e.g. clothing, home furnishings, and household goods

MARKETING MIX - PLACE
c) Supermarket is large, low-cost, low-margin, high-volume, self-service store that carry a wide variety of food, laundry, and household products
d) Convenience Store is small, limited line of high-turnover convenience goods, near residential areas and remain open long hours, charge high prices because of lower sales volume e.g. kiosks
e) Superstore, Combination Store, and Hypermarket
e.g. Ramstor, Mega etc
f) Service Business hotels and motels, banks, airlines, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, restaurants, repair services, hair-care shops, and dry cleaners

MARKETING MIX - PLACE
3) Relative Prices
a) Discount Store: lower margins and selling higher volume offering mostly national brands, not inferior goods
b) Off-Price Retailers: buy at less than regular wholesale prices and charge consumers less than retail
Factory outlets
Independent off-price retailers
Warehouse clubs

MARKETING MIX - PLACE
c) Catalog Showroom sells:
high-markup
fast-moving at reduced prices
brand-name goods

MARKETING MIX - PLACE
II. Control of Outlets
Corporate Chain
two or more outlets owned and controlled
employ central buying and merchandising
sell similar lines of merchandise
Franchise Organization
e.g. you produce a type of juice and ask for brand from Cola to sell under its brand, quality control and other staff rights Cola.

MARKETING MIX - PLACE
Merchandising Conglomerate
Merchandising conglomerates are corporations that combine several different retailing forms under central ownership and share some distribution and management functions
III. Non-store Retailing
1) Direct Marketing uses telemarketing and on-line computer shopping
2) Direct Selling
door to door
office to office, or
at home-sales parties

MARKETING MIX - PLACE
3) Vending Machines wide variety of convenience and impulse goods - cigarettes, beverages, candy, newspapers, foods and snacks, cosmetics, paperback books, T-shirts, insurance policies, pizza and bla-bla-bla

MARKETING MIX - PLACE
WHOLESALING
buy mostly from producers and sell mostly to retailers
Selling and promoting
Buying and assortment building
Bulk-breaking
Warehousing
Transportation
Financing
Risk bearing
Market information
Management services and advice

MARKETING MIX - PLACE
Types of Wholesaler:
1) Merchant Wholesalers
a) Full-Service Wholesalers
carrying stock
offering credit
making deliveries
b) Limited-Service Wholesalers