Which of the following is NOT a decision area under ‘Place’ in the marketing mix?
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → Deciding the features of goods
Option (1) Making goods available to target customers — A decision area under Place. Place means the activities that make the firm’s products available to the target customers.
Option (2) Storage and warehousing of goods — A decision area under Place. Goods are stored in warehouses till buyers need them. Managing storage is a Place decision.
Option (3) Transportation of goods to buyers — A decision area under Place. Goods are moved from where they are produced to where buyers need them. This is a Place decision.
Option (4) Deciding the features of goods — Not a decision area under Place. Deciding the features of goods is a Product decision. Product decisions cover the features, quality, packaging, labelling and branding of products.
NCERT (2026-27 Edition): “1. Product: … The concept of product relates to not only the physical product as mentioned in the above examples but also the benefits offered by it from customer’s view point (for example toothpaste is bought for whitening teeth, strengthening gums, etc.). The concept of product also include the extended product or what is offered to the customers by way of after sales services, handling complaints, availability of spare parts etc. These aspects are very important, particularly in the marketing of consumer durable products (like Automobiles, refrigerators, etc.). The important product decisions include deciding about the features, quality, packaging, labelling and branding of the products.” “3. Place: Place or Physical Distribution include activities that make firm’s products available to the target customers. Important decision areas in this respect include selection of dealers or intermediaries to reach the customers, providing support to the intermediaries (by way of discounts, promotional campaigns, etc.). The intermediaries in turn keep inventory of the firm’s products, demonstrate them to potential buyers, negotiate price with buyers, close sales and also service the products after the sale. The other decision areas relate to managing inventory, storage and warehousing and transportation of goods from the place it is produced to the place it is required by the buyers.” |