The Marketing Mix: Place

Location, Location, Location

For many businesses, place is one of the most important aspects of the marketing mix. Restaurants, stores, medical offices and similar establishments need to be in the right location to attract the right customers. Many companies use distribution networks and/or a sales force, so location is a less important consideration for them. For others, the world wide Web has become their “place,” offering an immense, new source of customers where the power of the Internet sells their services or products. And a few lucky companies have a wonderful reputation and fiercely loyal customers who would travel to “the ends of the earth” to purchase the product or service.

“Place” can be a powerful tool for expanding your market. For example, health care providers can develop satellite services in distant locations that provide basic services while attracting patients who will need more advanced care at the main facility.

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