Managing Channel Conflict and Communication Processes
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The document discusses several behavioral processes in marketing channels including conflict, power, roles, and communication. It defines these concepts and examines their causes and effects within channels. Specifically, it notes that conflict is inherent in channels due to factors like role incongruities and goal incompatibilities. Both negative and positive effects of conflict are possible. The document also discusses managing conflict through techniques like detecting issues and resolving them via dialogue. It defines power as the ability to influence another's actions and lists various bases of power for channel control. Finally, it addresses roles and communication challenges like "noise" that can occur between channel members.
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Managing Channel Conflict and Communication Processes
- 1. Marketing 624 Channels of Distribution Management Behavioral Processes in Marketing Channels Dr. Bert Rosenbloom Professor of Marketing and Rauth Chair in Electronic Marketing
- 3. Behavioral Processes in Marketing Channels The behavioral processes of most relevance to marketing channels are: Conflict Power Role Communications “noise”
- 4. 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 .
- 7. Effects of Channel Conflict No Effect Negative Effect Positive Effect Multiple Effects Over Different Ranges