平成21年度秋期 ITパスポート試験問22

This question's explanation and your answers so far.

問22

頻出度★★★

ECサイトに関連するマーケティング施策のうち，マーケティングミックスを構成する4PのPlaceに関連するものはどれか。

出典　平成21年度秋期 ITパスポート試験問22

解説

問 22

Incorrectア
Developing products exclusive to the e-commerce site is a measure that creates the content of the goods being sold, so it belongs to Product. It does not change the design of the sales route, so it is not Place.
Incorrectイ
Using search-linked advertising to increase the number of visitors is an activity that makes the product or the company site known to prospective customers and encourages purchase, so it belongs to Promotion. Advertising is not the route itself but a means of drawing people to the route.
ウ
正解 Among the 4Ps of the marketing mix, Place means the distribution and sales channel, that is, how you design the route by which a product reaches the customer. Choice ウ switches products that used to go through sales agencies as middlemen to being sold directly from the company to the customer via an e-commerce site. The product itself, the price, and the promotion methods are unchanged; only the route used for selling is changed. This is a shift from an agency channel to a direct-sales channel, in other words a Place measure. Therefore the correct answer is ウ.
Incorrectエ
Lowering the selling price because commissions are no longer needed is a pricing measure, so it belongs to Price. The switch to direct sales was the trigger, but what this choice actually describes is setting the price, not Place.

ここがポイント

The 4Ps of the marketing mix are Product, Price, Place (distribution channel), and Promotion. They represent four areas of measures seen from the seller's side.
Place is about which route delivers the product to the customer. Switching from indirect selling through middlemen such as agencies and wholesalers to direct selling via an e-commerce site is a typical channel (Place) measure.

用語

解答問22ウ