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Space And Place Essay

1043 words - 5 pages

As this course has progressed it has become more and more apparent to me that just as a part of the title indicates, marketing, in part, is truly about strategic decision making. Real world businesses, both brick and mortar and Web, are smart to have very good marketing savvy people in place in order to be competitive and survive in the global economy. Nowhere is this more evident than in how customers should always remain as the focus of any business. The value of the customer-business partnership begins with the exchange relationships that are developed between them. According to Mullins and Walker (2010), individuals and businesses alike, look to obtain goods and services via exchange ...view middle of the document...

Place is important because it helps to identify the location which ensures proximity to market for which the product or service will serve. According to Kennedy (2006), “Market place also encompasses the market space as well as additional forces – such as adjacent industries, political events, world issues, and the broader economic climate. She further states that “companies participate in markets; they don’t create them. The key concept here is “participation” – one does not control the market one plays in.
Rather, markets are shaped by market dynamics that can occasionally be influenced.” For example, if you were to start a business in a thriving market, with a thriving economy and that market, along with the economy suddenly goes south; your “place” in that particular market is now greatly influenced by factors outside of your initial customer focus, marketing strategy, and in some cases, physical location, control.
Moving Between Space and Place
Some customers are very comfortable with participating in both the digital and physical arenas. Often times buying a product on-line (one digital medium) is done for convenience purposes. In this environment you can shop, place your order and have your product shipped to you, all at the convenience of you, your fingertips and any computer with access to the web. Along the same lines, there are some customers who like the touch and feel of being able to physically touch, try on, or otherwise demo or use the product before they actually purchase it. I suspect that these are those customers that don’t mind a drive to their local store or outlet shop to get the same product they could buy online. A good example of this would be those customers who shop for electronic online. If shopping for a specific stereo receiver for a surround sound system, one may know all the specifications and features from reading about the product but they can’t hear the sound quality it puts out unless they visit a retailer that has the product. Doing so allows them to hear the unit with various different sets of speakers, DVD and Blu-ray players and such. I don’t believe that specific market segments have to be limited to space or place exclusively. I do however believe that positioning is important to the overall process of...

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