In marketing, "place" refers to the channel or route through which goods move from the source to the final user. It encompasses both the final location where a customer purchases a product and the process of delivering the product. The goal of businesses is to get their products in front of the consumers who are most likely to buy them, which means placing a product only in certain stores and getting it displayed to the best advantage. Place can also refer to advertising the product in the right media to get the attention of target consumers. In addition, place can also refer to the geographical location in which a company sells its products and provides its services. It is important for a firm to position and distribute its product in a place that is easily accessible to its potential buyers/customers. Place does not always refer to the store location, but also to the placing of products inside a store.