It is no use devising (or buying in) good products — products which are designed to satisfy known market needs — unless these products are readily available to customers, in other words available in the right places at the right time. Distribution is an essential element of marketing planning and operations. It involves far more than the mere physical transportation of products. It is concerned with all place aspects of products and services. In some businesses the place decisions are of more relevance to the customers than any other Marketing Mix decisions. In some retail businesses there can be little doubt that store location is of paramount importance and that the level of promotional expenditure required to compensate for a poor location is prohibitive.
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