Summarize what is known about the use of power in the marketing channel.
Answer to relevant QuestionsHow can the channel manager use the concept of role to develop a more effective and efficient channel? Could more than one cause be associated with the development of conflict in the marketing channel? Amoco, one of the nation’s largest oil companies, has been forcing a number of its independent service stations to convert from full-service stations offering repair service to convenience stores or “gas only” ...What is meant by “using the marketing mix” to gain the cooperation of channel members in implementing the manufacturer’s channel strategy? How does channel positioning relate to channel design and in turn to differential advantage via channel design?
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