Developing an Internet Marketing Plan, Pt. 7
The 4Ps of Marketing:
P2 -- "Place" (Distribution)
Issue 82, June 1, 2000

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We're nearly at the end of our series on Developing an Internet Marketing Plan. The conclusion is a study of how the "4 Ps of Marketing" affect an online business -- product, place, promotion, price. We've already looked at "product" http://www.wilsonweb.com/wmt5/issue79.htm and "price." http://www.wilsonweb.com/wmt5/issue80.htm This week we'll look at "place," and finally, at "promotion."

As you may know, I'm a pastor and do a great deal of public speaking. We speakers love alliteration, that is, making each of the points of the speech start with the same letter. The problem is that in order to make everything fit, you may have to squeeze some of the points a bit. They just don't quite work. But the speech must go on. You pull out a thesaurus, grit your teeth, find a shoehorn, and MAKE it fit. I think that's what happened when E. Jerome McCarthy came up with his "4 Ps of Marketing." product, promotion, and price are all self-explanatory. But place? What does it mean? What does geography have to do with it?

"Place" is supposed to signify the physical distribution channel, getting the goods to the customer. Yes, the Internet is either the point of contact or the point of sale, but the FAILURE to consider the distribution channel dooms many online businesses. In this issue we'll look at the problems and the marketing decisions that online business people are forced to make. Of course, if you offer a digital product, such as entertainment, information, or software, you may be able to distribute electronically via the Web, e-mail, or file download, eliminating the need for any other distribution system and keeping costs very low. Unfortunately, the world needs more than information, entertainment, and software. :-) Services are typically delivered digitally online, or with the Internet used to generate leads, and the service being delivered in person by a local vendor. In this series of articles we're looking primarily at distributing non-digital products.

Other parts to the series "Developing an Internet Marketing Plan"

• Part 1: Strategic Planning
• Part 2: Situation Analysis
• Part 3: Customer Analysis
• Part 4: Market and Product Focus
• Part 5: Positioning, 4Ps, Product
• Part 6: Pricing Strategy
• Part 7: Product Distribution
• Part 8: Internet Promotion

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Distribution Decisions: Inventory vs. Drop-Shipping vs. Fulfillment House

Explains the advantages and disadvantages of three Internet retail different distribution models: drop-shipping, inventory, and fulfilment house. You might be surprised at which will turn out to be the best for you. Read the Article.

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Sidebar: How Retail Differs from Wholesale and B2C Differs from B2B

The terminology can confuse you -- and it's important when it comes to e-commerce. Read the Article.

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Distribution Chain Strategies in the Internet Age

One of the scariest questions for manufacturers is how whether or not to sell direct on the Internet. The distribution chain they have carefully nurtured is at stake. Read the Article.

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Selecting Shipping Services

You'll need to make some decisions about how you'll ship. I recommend both low- and high-end options. Read the Article.

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Review: Differentiate or Die

Review of a significant book on company/product differentiation by Jack Trout and Steve Rivkin. Relates to branding and positioning in the consumer's mind.Read the Review.