Chapter 12 - Step 7.3: Place - Making Access Convenient & Pleasant

Question 1

Place

Answer 1

Where and when the priority audience will perform the desired behaviour, acquire any related goods, and/or receive any associated services

Question 2

Value delivery network

Answer 2

Network made up of the company, suppliers, distributors, and customers who partner with each other to improve the performance of the entire system in delivering customer value

Question 3

5 objectives of “Place”

Answer 3

1. Reduce time
2. Reduce effort
3. Reduce psychological barriers
4. Increase ambience
5. “One up” the competitive behaviour

Question 4

eg: Making the location closer

Answer 4

Exercise facilities at work sites
COVID Vax offered in grocery stores
Mobile libraries reaching rural areas

Question 5

eg: Extend hours

Answer 5

Vote by mail

Question 6

eg: Be there at the point of decision-making

Answer 6

Breathalyzers at bars for customers to use and determine their ability to drive

Question 7

eg: Make location more appealing

Answer 7

Bicycle paths and lanes in Montreal

Question 8

eg: Overcome psychological barriers with place

Answer 8

A website to help youth quit smoking, with an option to email a counselor instead of calling

Breastfeeding at designated rooms at airports

Question 9

Eg: Be more accessible than the competition

Answer 9

Place nutritious foods at the beginning of the lunch line

Keep items like ice cream out of sight in the freezer

Question 10

eg: Make access to the competition more difficult/unpleasant

Answer 10

Distributing padlocks for home liquor cabinets to reduce alcohol access for minors

Question 11

eg: Be where the priority audience shops

Answer 11

Distributing sustainable seafood guides at the fish counter of fish markets

Question 12

eg: Be where priority audience hangs out

Answer 12

HIV tests at sex clubs

Question 13

eg: work with existing distribution channels

Answer 13

Influencing return of unwanted drugs to pharmacies

Question 14

Social franchising

Answer 14

The application of the principles of franchising originating in the commercial sector for companies like starbucks and subway to the nongovernmental organization (NGOs) and public sectors for social good

Question 15

4 distribution channels

Answer 15

Zero-level channel (D2C)
One-level channel (intermediary involved)
Two-level channel
Three-level channel

Question 16

10 place tactics

Answer 16

Make the location closer
Extend hours
Be there at the point of decision making
Make location more appealing
Overcome psychological place barriers
Be more accessible than the competition
Make accessing competition difficult
Be where target audience shops
Be where target audience hangs out
Work w/existing distribution channels

Question 17

Ethical considerations when selecting distribution channels

Answer 17

Challenge of equity (eg: working mothers getting children to free immunization clinic only open on weekdays)

Challenge of unintended consequences (eg: critics of the ecstasy-testing volunteers to have concerns it will increase the use of the drug)