Reasons may include brands carried prestige image size reputation etc Expertise

Reasons may include brands carried prestige image

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Reasons may include brands carried, prestige, image, size, reputation …etc.
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Expertise power : Attributed knowledge due to long term relationships with customers, knowledge of market conditions …etc.
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Persuasion power : Ability of one channel member to persuade another of the validity of its position based on rational appeals.
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Legitimate power : Based on right to exercise power. Examples include dealerships and contractual agreements.
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Information power : Information is power. Examples access to scanner data in the retail sector has empowered retailers.
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Methods of manufacturer dominance : Having high economic scale. High market share. High brand loyalty. Using franchising. Using push money. Full-line forcing to sell slow moving merchandise. Offering goods in short supply to preferred distributors.
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Methods of wholesaler dominance : Having economic scale. Using private label strategy. Using gray market strategy. Developing and maintaining high customer loyalty. Tying agreements to sell slow-moving merchandise. Using forward and backward vertical integration. Offering discounts to retailers.
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Methods of Retailer dominance : Using store loyalty. Increased bargaining power through high market share. Using centralized purchasing. Using a private label strategy. Selling against the brand. Using gray market distribution channels. Requiring slotting and other fees. Developing associations.
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