Give some examples of "channel conflict" and how do "power" relationships play in channel management. What is "horizontal" conflict and "vertical" conflict?

Give some examples of "channel conflict" and how do "power" relationships play in channel management. What is "horizontal" conflict and "vertical" conflict?



CHANNEL CONFLICTS- disagreements among marketing channel members on goals, roles, and rewards. HORIZONTAL CONFLICT - occurs among firms at the same level of the channel. Ex: Ford dealers competing. VERTICAL CONFLICT - conflict between different levels of the same channel. Ex: problems between McDonald's corporate and McDonald's franchisees



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Principles of Marketing

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