MARKETING:REAL PEOPLE,REAL CHOICES
MARKETING:REAL PEOPLE,REAL CHOICES
10th Edition
ISBN: 9780135199893
Author: Solomon
Publisher: RENT PEARS
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Chapter 11, Problem 12QA
Summary Introduction

To define: The concept of various terms like: Channel leader or Channel Captain, Channel Power, and Channel Conflict

Introduction:

A channel leader or channel captain is the dominant firm that has some channel powers. A channel captain should be made who can supervise and control the channel members and the movement of the product through the channel.

Channel power is some kind of power that one member of the channel has or the channel captain to be able to lead, control, and influence all other channel members.

Channel Conflict is a normal state in a channel, and it occurs when the behavior of one channel member becomes opposite to its counterpart.

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What are the various causes of conflict in the channel? Can channel conflict be avoided altogether? Explain various methods of resolving channel conflicts ?
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