‘It is necessary that goods and services must be made available to the customer at the right place, in right quantity and at the right time’.

(a) Name and explain the concerned element of marketing-mix.

(b) Explain the components of this element.

(a) It is place mix. It refers to the combination of all decisions relating to make products available to consumers. If the product is not available on right time, in right quantity and at right place then consumer will not be able to buy it. In such a situation, all activities of Marketing Mix will turn futile. So to make Marketing Mix a success, Place Mix is very important.

(b) Components: Following are the components of Place Mix:

(i) Channels of Distribution: Channels of Distribution means that path through which products reach consumers. In this path many people and firms participate. They are called Middleman/Intermediary. In these mainly agents, wholesalers and retailers are included. Channels of distribution can be small or large. Through the medium of distribution channels the hurdles of time, place and possession are eliminated and goods/services are made available to consumers from manufacturers.

(ii) Physical Distribution: Under its second element Physical Distribution, the decision is taken about how goods will move from production place to consumption place in reality. It involves decisions relating to the transportation, inventory, warehousing and order processing of goods. Physical distribution by making the products reach at right time and on right place generates Time and place utility in them. That's why it is said physical distribution plays a major role for an important element ‘Place’ of Market Mix.