3.3.4 (Promotion) Making marketing decisions: Integrating place with other elements of the marketing mix.

Question 1

Outline the digeridoo example.

Answer 1

Place is an important factor as to where to buy a digeridoo in the UK, however audience and promotion play a big factor. You’re unlikely to sell a digeridoo to a Scottish bagpipe player through a digeridoo magazine. For example, for some buyers a digeridoo is an item of ornate decoration, to be artistically placed against a wall. For these customers, craft shops are the best location. More socially responsible consumers see the didgeridoo as a way of supporting aboriginal craftsmen and their traditional way of life - these customers are usually targeted by direct mail or internet suppliers etc.