7.1: Place and Everywhere

The traditional concept of 'Place' in marketing, one of the original '4Ps' (Product, Price, Place, Promotion), has evolved into 'Everyplace' or 'Everywhere,' signifying a shift from physical locations to digital spaces and omnipresent accessibility.

This transformation reflects the rise of technology and digitalization. For example, an online retailer like Amazon exemplifies 'Everyplace' marketing. Here, customers can access a myriad of products anywhere in the world anytime, making the shopping experience convenient and customer-centric.

Similarly, social media platforms like Instagram and Facebook allow businesses to reach customers wherever they are, departing from traditional 'Place '-based strategies that rely on physical stores or specific geographic markets. These platforms enable businesses to create personalized customer experiences tailored to their needs and preferences.

Another example is the use of mobile apps by businesses like Starbucks. Customers can order ahead, pay through the app, and pick up their orders at their chosen location. This approach turns 'Place' into 'Everyplace' or 'Everywhere', offering customers flexibility and convenience.

In essence, 'Everyplace' or 'Everywhere' represents the transformation of marketing strategies to adapt to the digital age, where information and products are accessible everywhere, highlighting the importance of multi-channel marketing strategies and customer-centric approaches.

'Place' in the marketing mix refers to where and how a product will be distributed to the customer. It ensures products are available at the right time and place, creating customer value.

Consider a customer in the US visiting a Patagonia store. He benefits from the ability to interact physically with and instantly purchase products. The store's location ensures accessibility, creating value for the customer.

On the other hand, with the advent of the digital era, 'Place' has evolved to include online platforms, including websites and third-party e-commerce platforms.

A customer in Australia ordering from Patagonia's user-friendly website experiences Place digitally.

Despite geographical and platform differences, Patagonia's efficient distribution network, including farms, factories, and intermediaries, guarantees timely home delivery, providing value through convenience.

In both scenarios, the 'Place' strategy ensures that the products are easily accessible everywhere, highlighting the significance of a value delivery network.

This network, comprising the manufacturer, suppliers, distributors, and customers, ensures seamless product flow from production to consumption, enhancing customer value regardless of the manufacturing and customer location.

• Marketing 4Ps (Place) – Classic marketing model including Product, Price, Place, and Promotion.
• Place Everywhere – The shift from physical to omnipresent digital marketing spaces.
• Deliver Video Everywhere – The ability to broadcast marketing content across all platforms.
• Everyplace Labs – Digital organizations that utilize omnipresent marketing strategies.
• Customer Value Delivery Network – The network through which a company delivers value to customers.

• Define Marketing 4Ps – Explain what it means in digital context (e.g., marketing 4Ps place).
• Contrast Traditional vs Everyplace Marketing – Discuss differences between the two (e.g., place everywhere).
• Explore Examples of Everyplace Marketing – Describe scenario (e.g., deliver video everywhere).
• Explain Customer Value Delivery Network – How it is used in the context of 'Everyplace' marketing.
• Apply Everyplace Marketing in Context – Discuss its practical applications.

• What is Marketing 4Ps and how has 'Place' evolved into 'Everyplace'?
• How is 'Everywhere' marketing different from traditional 'Place' marketing?
• What are some examples of how 'Everyplace' marketing is implemented?

• Marketing Students - Understand how 'Marketing 4Ps (Place)' and 'Everyplace Marketing' redefines traditional marketing models.
• Digital Marketers - Provides a clear framework for implementing 'Everywhere marketing' strategies.
• Entrepreneurs - Learn to deliver customer value via multi-channel marketing.
• Researchers – Study the impact of 'Everyplace Labs' and 'Deliver Video Everywhere' in driving digital marketing trends.