Excessive use of chargebacks by a retailer illustrates ________.
A) scrambled merchandising
B) the retail life cycle
C) channel power
D) channel cooperation

Question

Quizplus · Accepted Answer

Excessive use of chargebacks by a retailer illustrates channel power, which refers to the ability of one channel member to influence the behavior of another channel member. In this case, the retailer (the channel member with more power) is using chargebacks to force the supplier (the channel member with less power) to comply with its demands.

Excessive Use of Chargebacks by a Retailer Illustrates ________