The marketing mix, often referred to as the 4Ps—Product, Price, Place, and Promotion—forms the foundation of any successful marketing strategy. This book delves into the crucial aspects of ‘Place’ and ‘Promotion,’ two critical components that shape how a product or service reaches and communicates with the target audience. Place refers to the distribution channels used to make products accessible to consumers. It’s not just about the physical locations where products are sold, but also the broader strategies and infrastructure involved in ensuring the product reaches the right market segment. With the rise of e-commerce, the concept of Place has expanded to include digital touch-points, offering new opportunities for brands to engage with customers anytime and anywhere. Promotion focuses on the strategies used to create awareness and interest in a product. It involves all communication efforts, from advertising and public relations to sales promotions and digital marketing. Effective promotion builds a strong brand presence, influences customer decisions, and strengthens brand loyalty. In today’s digital era, promotion increasingly involves personalised marketing, social media engagement, and influencer partnerships, making it a dynamic and vital aspect of the marketing mix.
Contents –
Module I: Place/Physical Distribution
1. Introduction to Marketing Mix
1.1 The Role of Place in the Marketing Mix
1.2 Channels of Distribution
1.3 Factors Affecting Channel Selection
1.4 Types of Marketing Channels
1.5 Function of Distribution Channel
1.6 Case Studies
2. Introduction to Physical Distribution
2.1 Objectives of Physical Distribution
2.2 Components of Physical Distribution
2.3 Importance of Distribution in a Developing Country
2.4 Middlemen in Distribution Channel
2.5 Importance of Middlemen
2.6 Types of Middlemen in the Distribution Channel
2.7 Selection and Managing Dealers in Distribution
2.8 Distribution Channels Management
2.8.1 Importance of Distribution Channel Management
2.8.2 Types of Distribution Channels
2.9 Case Study
Module 2: Promotion Mix
3. Promotion
3.1 Meaning of Promotion
3.2 Characteristics of Promotion
3.3 Significance of Promotion
3.4 Types of Promotion Mix
3.5 Role of Promotion in Marketing
3.6 Promotional Strategies
3.7 Case Studies
4. Promotion Mix
4.1 Components of Promotion Mix
4.2 Factors Affecting the Promotion Mix
4.3 Building Skills for Effective Promotion
in Marketing Management
4.4 Sales Promotion – Meaning and Types
4.5 Case Studies
