What Are the Three Primary Forces That Affect Channel Dynamics

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The Answer is Three related forces underlie channel dynamics and distribution outcomes for firms: channel power,channel control,and channel conflict.Channel power is the ability of a particular channel member to control or influence the decision making and behavior of another channel member,or one channel member's potential for influence with another channel member.Understanding where power resides in a channel and why is important to managing distribution and to identifying opportunities for channel-structure shifts.Channel control is the actual impact that a channel member achieves on an associated channel member's beliefs,attitudes,and behavior,and it varies as an outcome of channel power and as a function of prices and margins for the product,and the length of the channels.Channel conflict is any disagreement among marketing channel members on goals and roles-who should do what and for what rewards.Channel conflict can be expensive in terms of lost support and goodwill as well as in lost sales and reduced channel coverage.

What Are the Three Primary Forces That Affect Channel Dynamics

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