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Place

Allen and Fjermestad (2001) argue that the Internet has the greatest implications for 

place

 

in the marketing mix since the Internet has a global reach. However, due to cost and time 

of international fulfilment together with issues of trust in the local country and the avail-

ability of phone support, most products are still sourced locally. The exception to this is 

Aggregated buying

A form of customer union 

where buyers collectively 

purchase a number of 

items at the same price 

and receive a volume 

discount.

Place

The element of the 

marketing mix that 

involves distributing 

products to customers 

in line with demand 

and minimising cost of 

inventory, transport and 

storage.

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Chapter 8  Digital marketing

digital products where there is no physical limitation on fulfilment, so for example Apple 

iTunes has proved successful in offering this service worldwide. The main implications of the 

Internet for the place aspect of the mix, which we will review in this section, are: