Place mix is concerned with the distribution of goods and services to the consumers at the required place. The components are selecting and managing the middlemen, choice of channel, establishment of a logistic system of storing, handling, transporting and channel strategy. All distribution decisions must be made to be consistent with other aspects of the marketing programme for the product, e.g. high quality products can be distributed through a limited number of outlets.
Distribution of goods and services should be packaged in such a way as to create and maintain demand for the product.
Channel of Distribution
A distribution channel is defined as the combination of institutions through which a seller markets his products to the buyers.