The article under review is “Marketing Mix Theoretical Aspects” by Margarita Isoraite. The journal’s primary aim was to analyze the theoretical aspects of the marketing mix (Isoraite Pp 1-13). It also examines that a marketing mix is a powerful tool for setting goals, objectives, and marketing budget measures. It further asserts that the importance of each element in the mix depends not only on the firm and its operations but also on competition and time. Some elements are more critical than others, depending on the firm’s strategy and activities. The marketing mix consists of many elements. These elements may be defined per the main objective and goals of the firm. The elements in the marketing mix refer to the 4 Ps, which are product, place or distribution, promotion, and price. This review will focus on place as an element of the marketing mix.
Place is a very critical element of the marketing mix. Place is also referred to as a distribution, described as the methods and process by which commodities or services reach the final consumers in the market (Isoraite Pp 8). Place entails selecting the place where commodities are to be made available for sale and use by the consumers. Distribution can become a compound system when manufacturers, brokers, and users’ interests are all compatible with one another in a specific environment and time. Place is connected to the other elements of the marketing mix (Isoraite Pp 8). For instance, when the prices are increased, demand for the commodities will decrease, and the distribution aspects will also reduce.
Isoraite argues that marketing distribution is two-faced: distribution is regarded as a marketing channel whose objective is to make service more available and easily attainable to a friendly consumer. Secondly, a physical distribution that is accredited to local conditions, transportation, technical feasibility, and other conditions depending on the type of the service. The channel for distribution is usually described as a critical part of the service, which includes service providers, agents, and the different users of the service. Distribution channels, for instance, outsourcing, are decided using the cost-benefit analysis, which includes minor details such as shelf space allocated to the commodity.
To manage and control the distribution processes, the firms should come up with an appropriate marketing channel to concur with the firm’s goals and objectives (Isoraite Pp 8). The channels are the determinants of better distribution and accessibility of the firm’s different commodities and services by the final consumers. Isoraite observes that to develop an appropriate channel, it is necessary to identify and examine the various consumer needs, tastes, and preferences. Consumer needs are different and vary in intensity. Therefore, channels should be intensive as well. Secondly, it is necessary to decide the aims and objectives of the distribution channels and the possible obstacles that may be experienced, and how to go about them (Isoraite Pp 8). Further, it is also necessary to determine and assess other options or alternatives for the distribution channels. Some channels may fail to work, and therefore it is essential to determine other alternative channels that can be used.
The study of scientific literature showed that there are several ways by which firms can use to provide goods and services to their customers. These ways are assigned two distinctive distribution channels, namely direct and indirect marketing channels (Isoraite Pp 8). Direct channels exist in two forms: through the firm’s sales branches and its employees and through independent agents and brokers who operate and conduct distribution on behalf of the firms and per the firm’s directions and policies. On the other hand, indirect channels involve brokers. But in this context, the broker obtains commodities from the firm and later distributes them to the retailers, who later distribute them to the final consumers.
Isoraite further observes several merits and demerits are attached to the different distribution channels. Direct channels allow the firms to interact with final consumers directly and collect valuable information on customers’ needs and habits. This information can help the firm respond to commodity performance and customer feedback (Isoraite Pp 8). Again, it helps get the commodities to the consumers faster. Lastly, it helps the firms avoid sharing their profits with third-party agents. One demerit of direct channels is the increased costs of distribution. On the other hand, indirect channels help avoid complexity in managing distribution aspects. The significant disadvantages of indirect channels are that they widen the gap between producers and their customers and increase the duration of time it takes the commodities to get to their final consumers.
In the conclusion part of the section, Isoraite summarizes distribution as an element of the marketing mix that includes actions and decisions concerned with the movement of commodities from the producers to the final consumers. The different distribution channels facilitate distribution, which also forms a critical part of the service. The channels involve various participants such as the service providers, intermediaries or agents, and the service consumers.
Išoraitė, Margarita. “MARKETING MIX THEORETICAL ASPECTS.” Isoraite * MARKETING MIX THEORETICAL ASPECTS International Journal of Research – Granthaalayah, vol. 4, no. 6, 2016, pp. 25–37.