Social Marketing
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<strong>Marketing</strong> Mix 49<br />
The Place P<br />
The primary function of the Place P is to ensure easy access to products and services. In commercial<br />
marketing, it refers to the place where products and services will be available, the times<br />
they will be accessible and the people who will be providing the product at those places and<br />
times. In modern marketing, the sales force is often a recorded message, but the quality of that<br />
message can be critical to the success of the marketing function. For example, health literacy<br />
studies have suggested that physician patient communication is critical to successful compliance<br />
of patients. Thus, the physician becomes the “place” where social marketing efforts take<br />
place - during patient/physician consultations<br />
In addressing marketing problems where products and services are fundamental, place refers<br />
to where the product or service will be made available. In education and regulation problems,<br />
which are often addressed with promotion and advocacy marketing, place refers to when and<br />
where the communication activities will be experienced by the consumer. For example: advertising<br />
schedules, placement of signage, reminders, behavioral prompts or channel decisions<br />
about the use of e marketing<br />
In the case of marketing problems, the place P guarantees that the products or services are<br />
accessible, in addressing education and regulation problems, the place P targets where the<br />
promotional messages will be placed.<br />
<strong>Social</strong> <strong>Marketing</strong> Behavior A Practical Resource for <strong>Social</strong> Change Professionals