What are the bases of power in the marketing channel? Is it possible to rank these bases according to their degree of effectiveness in influencing the behavior of another channel member before examining the particular set of circumstances or context of the influence attempt as it takes place in the channel?
Answer to relevant QuestionsHow would a channel manager know which power bases are available? Discuss the distinction between conflict andcompetition in the marketing channel. Soon after the “Great Recession” of 2007–2008, food manufacturers and supermarkets got in to what many industry observers describe as a pricing war. The supermarkets were upset because food manufacturers had been ...Discuss the key strategic questions the channel manager faces when managing the marketing channel. Explain the concept of synergy as it might apply to marketing channel strategy.
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