In many cases, retailers hold greater ________ than manufacturers, so manufacturers need to know retail buyers' acceptance criteria.
A) channel power
B) conditions of sale
C) territorial rights
D) motivation
E) channel design

Question

Quizplus · Accepted Answer

Channel power refers to the ability of one channel member to influence the behavior of other members. In this case, retailers hold greater channel power because they ultimately decide which products to stock and sell, giving them the ability to influence manufacturers. Therefore, manufacturers need to know retail buyers' acceptance criteria to ensure that their products meet the standards of the retailers, who have more power in the channel.

In Many Cases, Retailers Hold Greater ________ Than Manufacturers, So