DISCUSSION THREAD: PLACE 1
Week 3 Discussion Thread: Place
Dexter Tyrone Cassell
School of Business, Liberty University
BUSI 745 – Marketing for Competitive Advantage
Dr. Bowery
November 11, 2021
Author Note
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
Email:
DISCUSSION THREAD: PLACE 2
Introduction
In marketing, review of the marketing mix provides marketers with an idea of
pursuing their marketing goals. Often, this marketing mix is referred to as the 4Ps and
involves the translation of the marketing planning into practicable exercises. In relation to
place as one of the 4Ps, marketers analyze the B2B context to gain marketing expertise and
engage their customers in diverse ways, such as through trade shows (Patel, 2021). Still,
analysis of the B2B context allows marketers to interact with their customers in the field.
Here, they inform and educate their customers about their sales to influence their buying
decisions. Further, the context in the B2B helps the marketers to assess places where there are
large numbers of their customers. This paper analyses the myopia of marketing in relation to
place as one of the 4Ps of marketing.
“Place” in Practice
The notion of field peer-review on the 4Ps in relation to place allows customers to
access goods of the marketers at convenient places. Here, the marketers can access the areas
where their goods are needed most and deliver them to such customers. Still, depending on
the type of goods the marketers are selling, a distribution channel is selected to ensure
effective delivery of such goods. Furthermore, interrelated activities are incorporated into the
physical distribution of goods. Here, control and storage of marketers’ goods
are facilitated, allowing timely delivery of such goods when customers need them.
In the field of marketing, place involves distribution of goods to the prospective
customers. Place being one of the 4Ps, serves dissimilar roles in marketing. First, it improves
the perception of goods with customers. Here, marketers can interact directly with their
DISCUSSION THREAD: PLACE 3
customers. This interaction allows the marketers to get first-hand information about the
customers’ experiences in using their goods (Sastry, 2021). Still, the marketers can remind
their customers of the changes made to their goods and where to get such products. Second,
the needs of the cynical customers are managed effectively. Here, these cynical customers can
get instant gratification about goods. Often, customers are well-informed about various
products and once they interact with the marketers, they can get answers of the sold products.
Here, marketers can demonstrate their products on events by answering the real-time
questions about their goods.
Third, distribution of goods to the customers enhances their relationships with their
marketers. Interactions of marketers with their customers allow room for social interactions.
When marketers explain the use of products and customers inform their experiences in the
use of such products, their social ties are strengthened (Delapedra, 2021). Again, consistent
answers are provided to the customers by the marketers and this increases customers’ trust in
company. Moreover, there is provision of measurable ROI when marketers distribute goods to
their customers. Here, quantifiable results about the experiences that customers have in
marketers’ goods are realized. Also, brand owners can analyze customer feedbacks about
their products on websites and dashboards, thus improving their marketing skills.
Risk Obsolescence
A company can be put at risk of obsolescence due to the spread of widespread myths.
One of these myths is that growth of a company is related to the way such company expands
and serves a large population. It is assumed that when a company improves its operations, it
outdoes its rivals and thus, it can grow. Here, the efficiency in which products are made
is increased, but ways of boosting the value of such products is ignored. Customers may be
DISCUSSION THREAD: PLACE 4
discouraged, and the business may not grow due to limited sales. Another myth is that the
major product of an industry has no competitive substitutes (Retnawati, 2021). A company
may believe that its products have no competitive substitutes, and this makes it vulnerable
towards innovation decisions. Often, there are newer companies in the industry that sell
competitive and similar goods. Still, these companies may focus on how to satisfy their
customers with quality products, lobbing the greater shares in the market.
Third, it is assumed that mass production can protect a company. Here, a company
may believe that when it realizes increased profits, its operations are effective. However,
when a company focuses on its increased production, it neglects the welfare of its customers
and concentrates on its needs. Further, it is assumed that a company growth because of its
technological advancements (Hernández-Zelaya, 2021). Most companies tend to concentrate
on improving their technology to better production of their products and neglect the ways of
satisfying their customers.
Conclusion
Notably, a company that prioritizes on satisfying its customers excels in its
production. However, more sales in a company are realized when its goods are specified to
meet the specifications of its customers. Still, enhancing good relationships between
customers and marketers increases production rates of a company because customers are
obliged to purchase more products. Advancement in technology also ensure production of
quality goods which meet the needs of the customers. Typically, a company that considers the
4Ps in its operations has the advantage of improving its marketing objectives.
DISCUSSION THREAD: PLACE 5
References
Patel, P. C., Feng, C., & Guedes, M. J. (2021). Marketing capability and new venture
survival:
The role of marketing myopia. Industrial Marketing Management, 93, 307-
326. https://doi.org/10.1016/j.indmarman.2021.01.020
Sastry, P. K. (2021). Marketing Myopia: The Contemporary Perspective–Indian Case Studies
Based Examination. Journal of Marketing Vistas, 11(1), 36-51.
Freitas Delapedra, A. T., & Domingues da Silva, J. (2021). Business strategies under the new
marketing myopia perspective. Revista Pensamento Contemporâneo Em
Administração, 15(1), 107-121. https://doi.org/10.12712/rpca.v15i1.48604
Retnawati, B. B. (2021, June). Menghindari green marketing myopia: upaya peningkatan
performa produk ramah lingkungan. Conference In Business, Accounting, And
Management (CBAM) (Vol. 1, No. 1, pp. 121-129).
Hernández-Zelaya, S. L., Reyes-Reina, F., & Benito, M. E. R. (2021). Evolution and Future
of the Marketing and Sustainability Linkage: Towards a Civil Marketing Approach.
Financial Management and Risk Analysis Strategies for Business Sustainability (pp.
105-123). IGI Global.
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