MARKETING MANAGEMENT (PAZARLAMA YÖNETİMİ) - (İNGİLİZCE) Dersi Introduction to Marketing soru detayı:

CEVAP:

Manufacturers can use five types of power to ensure cooperation:

Coercive power is used if the intermediary fails to cooperate.

Reward power is the ability to influence others’ actions with the promise of a reward such as funds at the end. 

Legitimate power enables manufacturers to make the intermediary perform its duty as stated in the contract.

Expert power comes from manufacturers’ specific knowledge and know-how; however, as the expertise is transferred to the intermediaries, this power may lose its strength.

Referent power comes from manufacturer’s reputation in the market, and the distribution channel members are proud to be associated with the manufacturer and use this affiliation as a reference to obtain other sources, gain trust, show case success or get new customers.