Place (Distribution) refers to marketing activities that make products available to consumers at the time and place they want to purchase them. For example, distribution includes the steps taken to ensure that sufficient quantities of the desired tomato soup are on the shelves of local supermarkets at all times.

Think about this...

If you went to the store, and the product you wanted was out of stock, what would you do?
  • If it was a one-of-a-kind item, would you wait?
  • If it was a brand name item, would you shop elsewhere for the same brand?
  • If it was a brand item, would you choose a different brand as a substitute?

Whatever your decision, the producer has lost a sale.  Timing is important! The distribution strategy for selling a can of soup is different from the strategy used for selling a car. The way products are distributed must work with the other three elements of the marketing mix.