THE IMPACT OF CHANNEL MANAGEMENT AS A MARKETING STRATEGY FOR CONSUMERS' SATISFACTION: A STUDY OF SELECTED COMPANIES IN NIGERIA
THE IMPACT OF CHANNEL MANAGEMENT AS A MARKETING STRATEGY FOR CONSUMERS' SATISFACTION: A STUDY OF SELECTED COMPANIES IN NIGERIA
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Date
2015-08-11
Authors
MAXWELL, Uzomah Ekejuba
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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,