Define the six types of power that occur in a marketing channel.
What will be an ideal response?
The six types of power are reward, coercive, referent, expertise, information, and legitimate.
Reward: an incentive is offered to get a member of the supply chain to do something.
Coercive: one channel threatens to punish or punishes another channel member for not undertaking certain tasks.
Referent: one channel member wants to be associated with another member because it will help its business.
Expertise: one channel member relies on the skills of another member.
Information: one channel member can supply or withhold information from another member.
Legitimate: based on getting a channel member to behave in a certain way because of a contractual agreement between the two members.
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What will be an ideal response?
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