Marketing channel

Presented by :Paresh Vengulkar[M120008MS]

Generated when one channel member’s actions prevents the channel from achieving goals

CHANNEL CONFLICT ?

CHANNEL COOPERATION ?

Occurs when channel members are brought together to advance the goals of the channel

TYPES OF CONFLICT ?

1. Vertical channel conflict : Diff. level within same channel;E.g. HLL Vs Distributors –Commission issue

Petrol pump Vs petroleum companies – commission

2. Horizontal channel conflict : Bet members at same levelE.g. Multiple manufacture sell through same or diff channel

3. Multichannel conflict: manufacturer est. two or more channele.g. 1980 Escorts Ltd. – tried to create parallel dealership-massive protest of dealers.

CAUSES OF CONFLICT ?

1.Goals Incompatibility :2.Communication breakdown : 3.Differences in Perception

MANAGING CHANNEL CONFLICT :

Agreement on fundamental goals Co-optation DiplomacyMediationArbitration

LEVIS Vs TESCO Case

E-Commerce Marketing Practices :

1. Pure Click companies E.g. Amazon , eBay , Flipkart etc

2. Brick –and-Click companiesE.g. Harley-Davidson , Dell etc