Power is our willingness to use force in a relationship. It is often the means by which we can control or influence the behaviour of another party. In the channel mechanism, performance refers to the ability of a particular channel member to control or influence the behavior of another member of the channel. For example, a large retailer wants the manufacturer to change the design of the product or to have less inventory with it. Both parties may attempt to use their power to influence the other`s behaviour. The ability of one of the parties to achieve this result depends on the power that each of them can bring. Another strong example of a chain partner is a reseller that, in a way, should add value to the process. For example, consider selling a new tablet connected to the Internet. In most cases, a person goes to a mobile device carrier outlet to search for new devices.
When purchasing a tablet from a reseller that also provides mobile data services, a consumer receives a SIM card that represents added value for the original tablet. This SIM card will provide data along the way, an additional benefit for the user. This retailer takes a product, adds value to it and sells it at a higher price. Preparing for an omni-channel presence requires a high investment of time and money. Communication between IT, marketing and sales staff should be as smooth as possible, with little confusion about objectives and strategies. A clear and in-depth understanding of the customer or target market is necessary to be able to make the appropriate decisions regarding channel integration and usability. Since the stationary revenue influenced by online search is four times the total turnover of e-commerce, omnichannel distributors must be informative, friendly, always connected and allow for channel transparency. Omni-Channel Retailing: Omni-Channel-Einzelhandel requires constant integration across all marketing channels. A marketing channel can be short and extend directly from seller to consumer; or may include several interconnected intermediaries (usually independent but interdependent) such as wholesalers, distributors, representatives, retailers. Distributors are, for example, intermediaries who buy and resell products. Agents and brokers are intermediaries who act on behalf of the manufacturer but will not take ownership of the products. Each intermediary receives the item at a price point and moves it to the immediately higher price point until it reaches the final buyer.
This grouping of organizations is often referred to as a company`s supply chain. Distribution – one of the main elements of the marketing mix – is crucial to knowing how and when to respond to competitive pressure in the promotion of goods and services. Another term is the “road-to-market” distribution channel. It is a path or pipeline through which goods and services move in one direction (from the point of view of consumer credit) and the payments they generate go in the opposite direction (from the consumer to the creditor). A marketing channel is a series of practices necessary to transfer ownership of goods from producer to consumer. First, if we look at the early years of marketing, the role of the wholesaler (to bring producers and consumers together) was of the utmost importance.