Control The use of intermediaries will result in some loss of market control Control correlates with the type of product or service being marketed The marketer's ability to exercise power determines the extent of control Types of power reward, coercive, legitimate, referent, expert Careful communication with foreign intermediaries is needed to make them aware of the marketer' s control intentions Copyright 2001 by Harcourt, Inc. All rights reserved 13-9Copyright © 2001 by Harcourt, Inc. All rights reserved. 13-9 Control The use of intermediaries will result in some loss of market control. Control correlates with the type of product or service being marketed. The marketer’s ability to exercise power determines the extent of control. Types of power • reward, coercive, legitimate, referent, expert Careful communication with foreign intermediaries is needed to make them aware of the marketer’s control intentions