CM (Fach) / Topic 6 Channel Power (Lektion)
In dieser Lektion befinden sich 15 Karteikarten
Channel
Diese Lektion wurde von Spellex erstellt.
- Power (definition) " Power is the ability of one channel member (a) to get another channel member (b) to do something it otherwise would not have done."
- dependence = x * y x = ? y = ? x = utility y = scarcity
- What is scarcity? existence of substitutes/competitors and switching cost The higher the scarcity of A for B, the more dependent B is on A.
- Name the 5 sources of power. Reward Power Coercive Power Expert Power Legitimate Power Referent Power
- What is Reward Power ? A reward is a benefit, that a party receives for altering its behaviour or complying with its beheaviour Reward power is the capacity to bestow rewards
- Name 2 Examples for Reward Power 1. Credible channel policies Pledges Conflict resolution policies 2. Market development programs Sales support Trade show support (=sales assistant) Certification programs 3. Supplement information programs Systematic, more sophisticated information exchange 4. Incentive programs Cash, discount 5. End user encouragement programs ( Create pull effect from end-user ) Reseller marketing programs Co-marketing Risk reduction/warranties
- What is coercive power? "Coercive power is the capacity to dispense punishment if a request or demand is not complied with"
- What is Expert power? "The influencer has special knowledge or expertise that is useful to the target and that the target does not possess"
- What are the issues with Expert Power? Durability --> Value of information diminishes once used! Thus continuous investment needed to build expert power
- What is legitimate Power? "The target has the obligation to comply with the request of the influencer"
- Name the two differentiations concerning Legitimate Power! 1. Legal legitimate power Driven by law ( law of commerce, law of contracts) Exists objectively 2. Traditional legitimate power Not driven by law, but by norms Norms are often tied to cultural values
- What is referent Power? " The influencer is viewed as a reference and the target wants to look like the influencer or wishes to be identified publicly with the influencer" "ability to confer prestige"
- How can an imbalanced relationship work? Equitable treatment Distributive justice (resulting distribution of rewards) Procedural justice (how rewards are divided)
- Name 4 categories of communication strategies! 1) Promise strategy : If you do what we wish, we will reward you 2) Threat strategy : If you do not what we wish, we will punish you 3) Legalistic strategy : You should do what we wish because in some way you agreed to do it 4) Request strategy : Please do what we wish 5) Information exchange strategy : Without mentioning the desired goal, pursuing a discussion to change the counterparts perception in favour of the influencer. 6) Recommendation strategy : You will be more profitable if you do what we wish
- How do you measure dependence? directly : rate utility rate scarcity indirectly Percentage of sales or profits that company derives from partner