Marketing management

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

10. Thank you