Golden Valley Microwave Foods Inc. is the manufacturer of ACT II popcorn. In its early years, the company had trouble financing the development and marketing of products for the microwave. It chose to participate in a financial arrangement in which it agreed that it would not sell ACT II popcorn in supermarkets or grocery stores. Which element of the marketing mix was most influenced by this arrangement?

Question

Quizplus · Accepted Answer

The financial arrangement made by Golden Valley Microwave Foods Inc. to not sell ACT II popcorn in supermarkets or grocery stores directly influenced the "place" element of the marketing mix. Place refers to the channels, locations, and methods used to distribute and make a product available to customers. By restricting the distribution channels, the company limited the availability of its product to consumers.