What characterizes channel conflict in marketing?

Channel conflict in marketing is characterized by disagreements among channel members regarding their goals, roles, and rewards. This conflict can arise due to various factors, such as differences in objectives or competitive strategies among manufacturers, wholesalers, and retailers. When one member feels that their interests are not aligned or adequately compensated, tensions can build, leading to conflicts that may disrupt the flow of goods and services to consumers.

Effective management of channel conflict is crucial because it can help ensure that all parties are aligned in their objectives and can collaborate effectively to achieve shared goals. Recognizing this distinct dynamic helps marketing professionals develop strategies to mitigate conflict and enhance channel performance. This is contrasted with the other options, which suggest harmony, efficiency, or uniformity—attributes that do not describe channel conflict but rather the ideal outcomes of effective channel management and cooperation.