Channel Behavior and Marketing Strategies Explained
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Channel Behavior
Channels are behavioral systems made up of real companies and people who interact to accomplish their individual and collective goals. Sometimes they work well, and sometimes they don't. Disagreements over goals, roles, and rewards generate channel conflict.
Types of Channel Conflict
- Horizontal Conflict: Among firms at the same level of the channel. Example: Between different car dealers of the same brand or between different franchisees.
- Vertical Conflict: Among firms at different levels of the channel. Example: Between franchisor and franchisees, or between producer and wholesaler.
Channel Organization
For the channel as a whole to perform well, each member's role must be specified, and channel conflict must be managed. Conventional