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12behavioral
 

12behavioral

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    12behavioral 12behavioral Presentation Transcript

    • Marketing 624 Channels of Distribution Management Behavioral Processes in Marketing Channels Dr. Bert Rosenbloom Professor of Marketing and Rauth Chair in Electronic Marketing
    • Behavioral Processes in Marketing Channels
      • Marketing Channels are not just economic systems
      • Marketing Channels are also Social Systems
      • Therefore, the same behavioral processes existing in all Social systems also exist in Marketing Channels
    • Behavioral Processes in Marketing Channels The behavioral processes of most relevance to marketing channels are: Conflict Power Role Communications “noise”
    • Conflict Defined When one Party perceives the behavior of another party in the social system to be impeding the attainment of its goals, a state of conflict exists .
    • Conflict Compared to Competition
      • Competition
      • Object centered
      • Indirect
      • Impersonal
      Conflict ≠ Competition Conflict > Competition
      • Conflict
      • Direct
      • Personal
      • Opponent centered
    • Causes of Channel Conflict
      • Role Incongruities
      • Resource Securities
      • Perceptual Differences
      • Expectational Differences
      • Decision Damping Disagreements
      • Goal Incompatibilities
      • Communicational Difficulties
    • Effects of Channel Conflict No Effect Negative Effect Positive Effect Multiple Effects Over Different Ranges
    • Managing Channel Conflict (I)
      • Conflict is inherent in marketing channels
      • Many causes: so conflict is pervasive
      • Conflict can affect channel efficiency
      First of all must recognize that:
    • Managing Channel Conflict (II)
      • Detect Channel Conflict
          • Informal communication system
          • Marketing Channel Audit
          • Distributors’ advisory councils
      • Appraise Effects of Conflict
          • Negative
          • Positive
          • No effect
      • Resolve Conflict
          • Have a dialogue over lunch all the way to going to court
    • Power in Marketing Channels
      • Power Defined:
      The capacity of one channel member to get another channel member to do something that he otherwise would not have done.
    • Bases of Power for Channel Control 1st Place
      • Reward Power
      • Coercive Power
      • Legitimate Power
      • Referent Power
      • Expert Power
    • Using Power in Marketing Channels
      • Identifying available power bases
      What “buttons” are available and which ones should be pushed Selecting and using appropriate bases
    • Role in Marketing Channels
      • Set Prescriptions defining what the behavior of a position member should be.
      Role Defined:
    • Communication in Marketing Channels
      • Flow of information that enables channel members to send and receive messages
      Communication Defined:
    • Problems “Noise” in Channel Communications
      • Differing Goals
      • Language Differences
      • Perceptual Differences