Marketing 364 Channel Power – Ch. 8

1. Marketing 364Channel Power – Ch. 8 with Duane Weaver

2. Outline • Power Defined • Power – good or bad? • Power mirror of Dependence • Specifying • Measuring Directly • Measuring by Proxy • Sources of Power • Reward • Coercive • Expert • Legitimate • Referent • Balance of Power • Exercising Power (6 Influence Strategies)

3. Power Defined POWER is the ability of one channel member (A) to get another channel member (B) to do something it otherwise would not have done…power is a potential for influence. (Coughlan, Anderson, Stern, El-ansary,P. 200)

4. Power – good or bad? • Negative connotations: • Abuse • Oppression • Exploitation • Inequity • Brutality • A Tool - great benefits through judicious use of power! Like what??! HP assembly out

5. Power mirror of Dependence • Specifying – the utility provided multiplied by the scarcity of alternatives.Must both elements bethere? • Measuring Directly – add up benefits • Measuring by Proxy – estimate % of sales or profits. How well you perform vs. competitors…other methods?

6. Sources of Power • Reward - enticements • Coercive - force • Expert - knowledge • Legitimate – obligation or law • Referent – public assocation with

7. Balance of Power • Not always mutually exclusive…A&B may need each other (most often do) for different flows. .etc. • Exploitation…is it inevitable? • Countermeasures…ideas?

8. Exercising Power 6 Influence Strategies (evaluating them) • Promise - +ve or bribe? • Threat – blatant pressure • Legalistic – adversarial • Request • Information Exchange • Recommendation BACKLASH As heavy handed, high pressure tactics WELCOME More subtle, increase satisfaction economicallyand interpersonally

9. THANK YOU!