Social Aspects of Marketing Channels

1. 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

2. Reward Power Determinants of Power Ability to offer an award (e.g. granting of exclusive distribution) Coercive Power Legitimate Power Expert Power Referent Power Dr.

3. Coercive Power Determinants of Power Reward Power Threat of punishment (e.g. a manufacturer might threaten a retailer with loss of exclusive distribution) Legitimate Power Expert Power Referent Power Dr.

4. Legitimate Power Determinants of Power Reward Power Power from contract agreement or organizational relationships Coercive Power Expert Power Referent Power Dr.

5. Expert Power Determinants of Power Reward Power Power resulting from technological expertise or proprietary reasons Coercive Power Legitimate Power Referent Power Dr.

6. Referent Power Determinants of Power Reward Power Power resulting from ability to influence further action Coercive Power Legitimate Power Expert Power Dr.