THE IMPACT OF CHANNEL MANAGEMENT AS A MARKETING STRATEGY FOR CONSUMERS' SATISFACTION: A STUDY OF SELECTED COMPANIES IN NIGERIA

No Thumbnail Available
Date
2015-08-11
Authors
MAXWELL, Uzomah Ekejuba
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Marketing channel strategy is one of the major strategic areas of marketing management, fits under the distribution (place) variable in the marketing mix. Management must develop and operate its marketing channels in such a way as to support and enhance the other strategic variables of the marketing mix in order to meet the demands of the firm's target markets. The main objective of the Study is to assess the impact of channel management as a marketing strategy for consumers' satisfaction: A study of some selected companies in Nigeria. For the purpose of this study, the researcher adopts the survey research design which will enable the researcher to obtain facts, figures and conditions of the variables under study from a sizeable portion of the population The study found out that the that the channel strategy as adopted by the firms is indeed effective as marketing strategy also towards improving customer's satisfaction. But many are not sure whether the companies do exact full control over the channel members. The study also established that the success of the companies to constantly supply their product in the market does not necessarily depends on the number of channel members within the distribution chain, but relies heavily on the degree of channel management and control. The study therefore recommends that management should constantly align its distribution objectives with the appropriate channel flow to ensure effective distribution of goods and services at the right time and place
Description
BEING A PROJECT SUBMITTED TO THE POSTGRADUATE SCHOOL OF AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF THE MASTER OF BUSINESS ADMINISTRATION (MBA) DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF ADMINISTRATION, AHMADU BELLO UNIVERSITY, ZARIA
Keywords
CHANNEL MANAGEMENT,, MARKETING,, STRATEGY,, CONSUMERS' SATISFACTION,, COMPANIES,
Citation
Collections