In marketing the ultimate goal for the marketer is customer
satisfaction, marketing decisions are made to ensure customer satisfaction at a
profit. Marketing Channels play a vital role in enabling the fulfillment of
this goal. Products or services cannot satisfy the customer if they remain with
their producer. A customer can only be satisfied if they can access the
products or services being offered by the producer or service provider. A marketing channel is a set of
interdependent organizations involved in the process of making a product of
service available for use or consumption. In this course you will be introduced
to different interdependent organisations that make up a marketing channel, you
will learn the different formulations of these organisations that are available
for channel managers of different products and services, how to design these
formulations and how to manage them to ensure customer satisfaction.