This document discusses managing conflicts that can arise in marketing channels. It identifies sources of conflict such as differing goals and perceptions between channels. There are different types of conflicts, including vertical conflicts between levels of a channel and horizontal conflicts between similar channels. The document outlines techniques for managing conflicts, such as negotiation, problem-solving strategies, and utilizing the power and influence of channel leadership.

1. Chapter - 22
Managing Channel
Conflicts

2. Managing Channel Conflicts 2
Objectives
 Sources of conflict
 Types of conflicts
 Conflict management techniques
 Channel leadership

3. Managing Channel Conflicts 3
Channel Conflict Model
Conflict
Management
Techniques
Cause of conflict Level of conflict
Outcomes of
conflict
•Competing roles
•Clashes over domains
•Differing perceptions of
reality
•Vertical conflict
•Horizontal conflicts
•Multi-channels

4. Managing Channel Conflicts 4
Sources of Conflict
 Goal incompatibility
 Differing perception of reality
 Clashes over domains
 Product range
 Population and territory coverage
 Performance of channel functions

5. Managing Channel Conflicts 5
Types of Conflicts
 Pre-contractual and post-contractual conflicts
 Channel level conflicts
 Vertical channel conflicts
 Horizontal channel conflicts
 Multi-channel conflicts

6. Managing Channel Conflicts 6
Conflict Management Technique
 Negotiation (Bargaining)
 Initial bids
 Extent of flexibility
 Time of negotiation
 Communication content
 Negotiation outcome

7. Managing Channel Conflicts 7
Conflict Management Technique
 Persuasive Mechanism
 Problem-solving Strategies
 Political Strategies
 Co-option
 Personal Relationships
 Error clarification
 Distribution indicators
 Meetings
 Appreciate each channel member’s requirements
 Communication

8. Managing Channel Conflicts 8
Channel Leadership
 Role of leadership power in resolving conflicts
 Reward power
 Coercive power
 Expert power
 Reference power
 Legitimate power

9. Managing Channel Conflicts 9
Summary
 Sources of conflict
 Types of conflicts
 Conflict management techniques
 Channel leadership

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