The 7Ps of marketing - place & promotion

Which of the following best describes the ‘place’ element of the marketing mix?

• The physical location of the product prior to its sale to the end customer

• The development of a product image compared with the image of competing products

  The development of a product image compared with the image of competing products

• Where the product is positioned in terms of market share

• The way in which the product reaches the end customer through distribution channels

Which level of intensity should a business use if it wishes to saturate the market with a product?

• Intensive distribution

• Selective distribution

• Exclusive distribution

• All of the above

Which of the following best describes the ‘promotion’ element of the marketing mix?

• The methods used by a business to inform, persuade and remind a target market about its products

• Paid, non-personal messages communicated through a mass medium such as TV, radio, social media sites, billboards etc.

• Unpaid publicity that utilises the power of media to reach a wide audience of consumers

• The way in which a product achieves a higher level of recognition from other products in the same market

Which of the following is NOT considered an element of the promotion mix?

• Advertising

• Publicity and PR

• Product branding

• Personal selling

Which of the following best describes the role of a wholesaler?

• To distribute products to others for a commission without ever having ownership of the products

• To sell to the end customer

• To manufacture the goods

• To buy in bulk from the producer and sell smaller quantities to retailers

Which of the following best describes the role of an agent?

• To act as an intermediary between the producer and consumers

• To manufacture the goods

• To distribute products to others for a commission without ever having ownership of the products

• To sell to the end customer

Which type of distribution channel will generally be used by tax accountants and mechanics?

• Producer to consumer

• Producer to retailer to customer

• Producer to wholesaler to retailer to customer

• Producer to agent to wholesaler to retailer to customer

The place element of the marketing mix refers to the way in which the product reaches the end customer through distribution channels. For example, Coke has its product available in vending machines, supermarkets, garages, corner shops, clubs and pubs.

• False

• True

Exclusive channels are few in number and have a small number of customers. Exclusive channels are often used by businesses that have a unique or high-end product. Examples include luxury cars or custom-made boats.

• True

• False

Selective distribution channels are different in that they have a larger number of customers and therefore have more access for customers. Examples include hair products available only at hairdressers or treatments available only at pharmacies.

• False

• True