Place in the marketing mix refers to the channel, or the route, through which goods move from the source to the final user.

Definition: Place in the marketing mix refers to the channel, or the route, through which goods move from the source to the final user. Place could be the intermediaries, distributors, wholesalers and retailers.

Description: The right place means greater chances of sales over a longer period of time. This translates into greater market share, more profits and better ability to track the changes in the marketplace in thinking, styles, fashion and needs.

What players make up the 'place' aspect of the marketing mix? Retailers, wholesalers, distributors, warehouses and even the Internet make up the 'place' aspect of the marketing mix. All of these move, stock and sell goods. Retailers may brand themselves, and in fact, some of the largest companies in the world are retailers like Wal- Mart.

As retailers consolidate and become bigger in the channel, their power for margins and goods also grows.