Western Governors University (WGU) MKTG2150 D174 Marketing Management Practice Exam

The goal of legitimate influence in a distribution channel is to create formal partnerships. This form of influence is based on established agreements and relationships among channel members that work toward common objectives. By forming formal partnerships, companies can improve collaboration, achieve better coordination in logistical activities, share costs and risks, and ultimately enhance efficiency in the distribution process.

Establishing formal partnerships is essential to foster trust and cooperation among different entities in the distribution chain. These partnerships can lead to mutual benefits, such as shared marketing efforts and aligned sales strategies, which can ultimately contribute to better customer satisfaction and higher sales performance.

While establishing personal connections might be beneficial in some contexts, they do not encompass the broader and more structured approach that formal partnerships represent. Similarly, using threats is contrary to building effective channel relationships, while maximizing product visibility is often a result of successful partnerships rather than an end goal of legitimate influence.