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Channel Conflict

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ilse gonzalez

on 7 November 2013

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Transcript of Channel Conflict

Channel Conflict
design by Dóri Sirály for Prezi
Marketing Channel
A set of interdependent organization that ease the transfer of ownership as products move from producer to business user or consumer.
Channel Conflict
A channel conflict may be defined as “A situation in which one channel member perceives another channel member(s) to be engaged in behavior that prevents it from achieving its goals”.
Horizontal conflicts can occur when a channel partner reduces the price of a product.
Lam, H. M. (2012). Essential of Marketing. In J. F. Charles W. Lamb, Essentials of Marketing (p. 100). Mason: South-Western Cengage Learning.
Understanding of performance metrics
Overall respect for each function
Better communication
Channel Members
Wholesalers, distributors, and retailers, also sometimes referred to as intermediaries, resellers, and middlemen
Horizontal Conflict
A channel conflict that occurs among channel members on the same level.
Vertical Conflict
A channel conflict that occurs between different levels in a marketing channel, most typically between the manufacturer and wholesaler or between the manufacturer and retailer.
Producer vs Wholesaler
Dual distribution strategies
Manufacturers selling to customers directly over the internet
Davoren, J. (n.d.). Business & Entrepreneurship. Retrieved 11 05, 2013, from azcentral.com: http://yourbusiness.azcentral.com/examples-horizontal-conflict-10516.html
Channel Conflict. (n.d.). Retrieved 11 04, 2013, from force9: force9.files.wordpress.com/2009/02/channel-conflict.ppt‎
Almo.com. (2013). Retrieved November 4, 2013, from ALMO: http://www.almo.com/
Fender.com. (2013). Retrieved November 2, 2013, from FENDER: http://www.fender.com/history/
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