1. The Marketing Mix
Place

2. Place
Location
Placement
Distribution channel

3. Location, location, location
Convenience
Accessibility
Cost of access
Reputation
Closeness to competitors
Closeness to target market

4. Placement in the point of sale
Loss leaders scattered around store
Complementary products located next to each other
Sweets by the tills
Importance in website & catalogue selling

5. How to persuade retailers to stock your product
Promotional campaigns
Provide extra facilities or displays
Offer high profit margins
Pay generous commission to sales staff
Sole brand deals
Investigate alternative outlets
Coffee shops in bookshops

6. Distribution channels
Traditional
Producer  wholesaler  retailer  consumer
Modern
Producer  retailer  consumer
Direct
Producer  consumer

7. Role of wholesalers
Buy in bulk from producer & sell in smaller quantities to the retailer
Help producers by purchasing their stock of finished goods as soon as it is produced & store it until consumers want it
Save storage costs
Help cash flow
Reduces producer’s risk
Retailers benefit from lower delivery costs – wholesaler stocks products from different manufacturers & will deliver the order

8. Role of retailers Convenience Advice
Financial assistance (credit terms)
After-sales support

9. Factors influencing distribution method
Size of the retailer (large retailers will want to bypass wholesalers)
Type of product
Technology
Geography of the market
Complexity of the product
Degree of control desired by the producer