1. Marketing 364 Channel 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 be there?
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. More subtle, increase satisfaction economically and interpersonally
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 economically and interpersonally

9. THANK YOU!