Define channel power, channel control, channel leadership, and channel partnering and explain how these four terms are related.
What will be an ideal response?
Power, control, leadership, conflict and partnering are the main social dimensions of marketing channel relationships. CHANNEL POWER refers to the capacity of one channel member to control or influence other channel members. CHANNEL CONTROL occurs when one channel member intentionally affects another member's behavior. CHANNEL LEADERSHIP is the exercise of authority and power. CHANNEL PARTNERING is the joint effort of all channel members to create a supply chain that serves customers and creates a competitive advantage. Collaborating channel partners meet the needs of consumers more effectively by ensuring the right products reach shelves at the right time and at a lower cost, boosting sales and profits. They are all components of channel relationship management.
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