Social Marketing

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