4.5 The four Ps (place)

Question 1

Direct mail

Answer 1

Direct mail refers to promotional material sent directly to people’s homes or places of work, often with personal details gathered from a databasecontaininginformation about known customers.

Question 2

Direct marketing

Answer 2

Direct marketing refers to any promotional activity that involves making direct contact with customers,e.g. personal selling and direct mail.

Question 3

Distribution / place

Answer 3

Distribution(or place) refers to the process of getting the right products to the right customers at the right time and place in the most cost-effectiveway.

Question 4

Distributors

Answer 4

Distributors are independent businesses that act as intermediaries by specialisingin the trade of products made by certain manufacturers.

Question 5

Intermediaries

Answer 5

Intermediaries are agents or other businesses that act as a middle person in the chain of distribution.

Question 6

Intermediation

Answer 6

Intermediation is the process of using intermediaries in the chainofdistributionbetweenthemanufacturersandconsumersofa product.

Question 7

Retailers

Answer 7

Retailers are the sellers of products to the general public (i.e. consumers) that operate in outlets (or ‘shops’ in everyday language).

Question 8

Speciality channel of distribution

Answer 8

Speciality channel of distribution is any indirect way to distribute products that does not involve retailers, i.e. distribution without the use of intermediaries such as e-commerce, vending machines and mail order.

Question 9

Telemarketing

Answer 9

Telemarketingrefers to the use oftelephonesystems (audio and text messaging) to sellproducts directly to potential customers.

Question 10

Wholesalers

Answer 10

Wholesalers are businesses that purchase large quantities of products from a manufacturer and then separate or ‘break’ the bulk-purchases into smaller units for resale, mainly to retailers.