Suppliers Can Gain Power from a Number of Sources in the Buyer

question 114

Multiple Choice

Suppliers can gain power from a number of sources in the buyer / supplier relationship. When a buyer can threaten to cancel future business unless the supplier adheres to the buyer's demands, this is called a ________ source of power.

• A) legal
• B) reward
• C) referent
• D) coercive

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Definitions:

Marketing Mix

A combination of factors under a company's control to influence consumers to purchase its products, typically described as Product, Price, Place, and Promotion.

Product-mix

The total range of products that a company offers to its customers, including all product lines and individual products.

Comarketing

Cooperative arrangement in which two businesses jointly market each other’s products.

Cobranding

Cooperative arrangement in which two or more businesses team up to closely link their names on a single product.