3.3.3 Marketing Mix - Place

Question 1

What is a ‘channel of distribution’?

Answer 1

a chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer

Question 2

Name the advantages + disadvantages of ‘Producer → Consumer’

Answer 2

ads: - All of profit is earned by producer
- Producer controls all parts of the marketing mix
- Quickest method of getting product to the consumer disads: - Consumers are not always able to see or try product before they buy it
- Delivery costs may be high if there are customers over a wide area
- All storage costs must be paid for by producer
- All promotional activities must be carried out and financed by producer

Question 3

Name the advantages + disadvantages of ‘Producer → Retailer → Consumer’

Answer 3

ads: - Consumers can see and try product before buying it
- Cost of holding inventories of product Is paid by retailer
- Retailer will pay for advertising + other promotional activities
- Retailers are more conveniently located for consumers
disads: - Retailer takes some of the profit away from the producer
- Producers lose some control of marketing mix
- Producer must pay for delivery costs to retailers
- Retailers usually sell competitors’ products as well

Question 4

Name the advantages + disadvantages of ‘Producer → Wholesaler → retailer → Consumer’

Answer 4

ads: - Wholesaler buys in bulk from the producer
- Wholesalers will advertise and promote the product to retailers
- Wholesalers pay for transport costs + storage costs disads: - Another middleman so more profit is taken away from the producer
- Producer loses even more control of the marketing mix

Question 5

Name the advantages + disadvantages of ‘Producer → Agent → Wholesaler → Retailer → Consumer’

Answer 5

ads: - The agent has specialist knowledge of the market disads: - Another middleman is added so even more profit is taken away from the producer