Channel Control: Wholesalers and retailers compete for channel control. Under what conditions should manufacturers manage? The wholesaler? The merchant? While the answer depends on many factors, the manufacturer should generally guide when the design and redesign of the channel are done at best by the manufacturer and if control of the product – merchandising, repair, etc. – is crucial. The wholesaler should drive where manufacturers and retailers have remained small, innumerable, geographically relatively dispersed, financially weak and without marketing know-how. The distributor should be the leader when product development and demand stimulation are relatively insignificant and personal attention is important to the customer. 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. The integration of marketing channels involves a process known as multi-channel retailing. Multi-channel retailing is the merger of retail businesses in a way that allows the implementation of a customer through many related channels. Channels include: retail stores, online stores, mobile stores, mobile app stores, phone sales and any other way to trade with a customer. Multi-channel retailing is supposed to be dictated by systems and processes, although it is the customer who dictates the path it takes for Transact. Commercial systems and processes simply make it easy to customer Journey for action and service. Pioneers in multi-channel retailing built their business from a customer-oriented perspective and served customers through many channels, long before the term multi-channel was used. Value Chain: Porter`s value chain is a useful way to visualize where different partners in the chain can be throughout the organization process.