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
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