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Developing Successful Marketing Strategies by Gary W. Randazzo

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Chapter 11

Place

The organization’s vision and mission must also drive location and distribution strategies. Amazon.com’s desire to make customer purchases easy with rapid fulfillment has led Amazon to establish 80 distribution centers and suggest the use of drone aircraft for product delivery.

Finding the right place means providing the customer the right product at the time that is in keeping with the time the customer is willing to invest in searching for the product.

Where should the product be available to maximize sales and profits? Answering this question will have a large impact on a firm’s ability to succeed. Again, if research is conducted on the targeted audience using the consumer adoption drivers (CADs) discussed in the chapter on ...

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