Channel Management (Fach) / Take Aways (Lektion)
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Topic #6: Channel Power
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- Power is the ability to alter another organizations behavior. It's a tool, neither good or bad
- Power is a critical feature of the functioning of marketing channels
- Channel members must invest overtime to build power. Power should be used strategically
- Power of A over B is equal to the dependence of B on A=> Dependence = utility * scarcity
- Power is derived from five sources:
- reward
- coercive
- expert
- legitiamte
- referent
- Power rarely exists one-sided. If so, relationships are open for exploitation
- Still, imbalanced relationships (with respect to power) may function quite well. That depends on the more powerful party's fairness
- Balanced, powerful relationships generate the most value (win-win)
- Latent power is translated into influence via communication:
- promise
- threat
- legalistic
- request
- information exchange
- recommendation
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