4.00 Channel mgt, Selling promotion and Economic trends. 4.01 Manage channel activities to minimize costs and to determine distribution strategies. Explain the importance of coordinating channel management with other marketing activities (Channel Member Relationships). Channel Management
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4.01 Manage channel activities to minimize costs and to determine distribution strategies
Channel members provide many of the marketing functions.
Channel power, which refers to the influence one party within a channel has over other channel members. When power is exerted by a channel member they are often in the position to make demands of others. For instance, they may demand better financial terms (e.g., will only buy if prices are lowered, will only sell if price is higher) or demand other members perform certain tasks (e.g., do more marketing to customers, perform more product services). Channel power can be seen in several ways: