social aspects of marketing channels

Social Aspects of Marketing Channels

• Marketing channel power– The influence one channel member has over

other members’ behaviors• Marketing channel conflict

– Goal impeding behavior by one or more channel members

– Territorial encroachment

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Determinants of Power

Reward Power

Coercive Power

Legitimate Power

Expert Power

Referent Power

Ability to offer an award (e.g. granting of exclusive distribution)

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Reward Power

Coercive Power

Threat of punishment (e.g. a manufacturer might threaten a retailer with loss of exclusive distribution)

Legitimate Power

Expert Power

Referent Power

Determinants of Power

Dr.

Legitimate Power

Power from contract agreement or organizational relationships

Expert Power

Referent Power

Coercive Power

Reward Power

Determinants of Power

Dr.

Power resulting from technological expertise or proprietary reasons

Expert Power

Referent Power

Coercive Power

Legitimate Power

Reward Power

Determinants of Power

Dr.

Power resulting from ability to influence further action

Referent Power

Legitimate Power

Expert Power

Coercive Power

Reward Power

Determinants of Power