Question

Explain some of the challenges faced by the channel manager in attempting to exercise leadership to motivate channel members in the interorganizational setting of the marketing channel?  You are expected to fully address the question fully.

Answer 1

answer-

Channel members are those persons or individual who involves in the buying and selling of goods and services in the market.There are three types ofchannel members. They are: Agents. Wholesellers, retailers etc. A channel manager as Leader tries to maintain the good relationships with each other and want that each channel members work in coordinated manner so that there is no conflict among them so that demand and supply of products can be met but there are some challenges a Channel member faces while motivating them in the interorganizational setting of the marketing channel.

Lack of communication is the Challenge which reduces the efficiency of Channel members because with lack of communication Proper information is provided from one end to another and causes disturbance in the channel.

Conflicts are some very negative factors which leads to breaking the channel members because it causes sense of insecurity and sense of fear that one Channel members is preferred by the manager while others are ignored.

Lack of Motivation If channel members are not motivated extrinsicly and intrinsicly then it creates barrier to channel manager to work with them because each channel member tries to ignore the manager because they are not getting motivational reinforcements like Compensations, rewards etc.