ABSTRACT
In the first chapter we used the following definition for "Place" in the marketing mix: The distribution channels and physical distribution practices that make it possible, easy or difficult for markets to use the product. In this chapter we will explore these issues. It should be noted that, for prescription drugs in the U.S. and most developed countries, many of the distribution options in consumer goods marketing are not available. Pharmacies, hospitals, and health professionals are, by law, the end points in the channels of distribution. (OTC drugs offer an interesting contrast, however.) As a consequence of this legal restriction, much of the present chapter is devoted to the role of the wholesaler.
