Space and Place

The key ingredient in the success of any business venture is the organizations marketing strategy. Having a set strategy is efficient and helpful in the distribution of goods and services, and in creating customer demand. According to Ferrel and Lucas (1997) "marketing is the process in a society by which the demand structure is anticipated or enlarged and satisfied through the conception, promotion, exchange, and physical distribution of such goods and services" (p. 12).

Space (Digital) and Place (physical), in today's economy is what almost all business organizations are recognized by. Space and place exemplifies different methods of how an organization can reach market segments, it also allows organizations to analyzes all the required segments that can be used by space, or place, or both. According to Mullins and Walker (2010) "skills in market segmenting are needed to enable marketers to best take advantage of new-economy technologies" (p. 384); which means, organizations should always lean towards use ing both, a digital space and a physical place for the organization.
 To make organizations cutting edge and keep the ahead of the curve, it is important the they use technology. In today's world a organization should have both a digital space and a physical place for the organization to conduct its business in the global market, such as a store front as well as online. This means that many organizations become cutting edge when they use both space and place, to conduct business. Marketing strategies should be gear up to guarantee that both the digital space and the physical location are accessible, friendly, and safe for potential customers.
 The digital space should satisfy consumers needs and wants. Without digital space companies would not be able to reach customers from different parts of the globe in order to increase their profits. This is important because organizations need to analyze the marketing implications for reaching market segments using both mediums. Furthermore, it will be very effective for a company to to offer products and services that keep customers moving from both space and place, so that the organization continues to flow in both aspects.
 When organizations use market segmentation, it will continuously help the organization to use either the digital space, the physical place, or both for a specific group of customers and their needs. Most organizations will have customers that enjoy using both, space and place, but there are others that prefer a physical place only because "shoppers who avoid online shopping may not trust that it is safe, are not confident about how to do it, and/or think it is inefficient" (McGinley (2003), p. 11).

On company that provides excellent service at both a space and a place is Apple. This company was established as a space company, conducting most of its business online, yet the need for a physical location open stores