The Anfield club have been heavily linked with Chelsea striker Daniel Sturridge, who is expected to complete a move to Merseyside when the transfer window re-opens.
It has been reported Sturridge, 23, wanted a clause written into his contract specifying that he will be used as a centre forward by Rodgers.
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"No-one will come into this football club and demand where they play, that's for sure," he told reporters.
"It has been - as any sort of negotiations with any clubs with any players [are] - it isn't straight forward."
Rodgers also denied that Stewart Downing would be leaving the club in January after a string of improved performances.
He added: "I see these reports about him going out and leaving. We don't want him to go anywhere.
"All we've ever asked is that every player is at the top of their game and be the best as what they possibly can be every day and in the games.
"And if he continues along the lines that he is, as I say, he'll be here for a few more years yet."