Importance of Place

Goods are produced to be sold to the consumers. They should be made available to the consumers at a place where they can conveniently make purchase. It is essential that product is available at shops in your town. This involves a chain of individuals and institutions such as distributors, wholesalers and retailers who constitute firm's distribution network (also known as a channel of distribution). Organisation has to decide whether to sell directly to the retailer or through distributors/wholesaler etc. It can even plan to sell it directly to consumers. Choice is guided by a host of factors.