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model
 
of what 
might
happen, 
not a law 
prescribing what 
will
happen. In 
other words, not all products go through these stages or even have a life cycle. 
Marketing personnel do not decide how the product appears. Production and design staff must also be 
consulted. 
Place: distribution 
Place
covers two main issues. 
(a) 
Outlets. 
Where products are sold, for example in supermarkets and shops. 
(i) 
For most consumer goods, this involves one or more 
intermediaries
, such as wholesalers, 
and then retailers. 
(ii) 
Direct distribution 
occurs when a firm runs its own shops or, via 
mail order,
uses the 
postal service to bypass intermediaries. 
(b) 
Logistics
Even where intermediaries are used, a manufacturer still has to distribute products to wholesalers 
and retailers. Logistics involves managing how resources are obtained, moved and stored. 
Promotion: marketing communications 
Promotion
in the marketing mix includes all marketing communications, by which the public knows 
about the product or service. 
Promotion is traditionally the main responsibility of marketing personnel, and is their most visible role. 
Promotion is intended to stimulate the potential customer through four behavioural stages. 

Awareness 
of the product 

Interest 
in the product 

Desire 
to buy 

Action: 
an actual purchase
(AIDA) 
Some types of promotion 

Advertising
: newspapers, TV, cinema, internet websites 

Sales promotion
: money-off coupons, 'two for the price of one' offers 
