What type of conflict occurs among firms at the same level of the marketing channel?

The type of conflict that occurs among firms at the same level of the marketing channel is known as horizontal conflict. This conflict arises when firms or competitors who operate at the same stage in the channel, such as retailers or wholesalers, experience competition or disagreements regarding pricing, marketing strategies, or distribution practices. For instance, two retailers selling the same brand may compete for customer attention by offering discounts or exclusive promotions, leading to conflict over market share or pricing models.

In a marketing channel, vertical conflict typically involves disagreements between different levels, such as manufacturers and retailers. Channel conflict is a broader term that encompasses any type of disagreement within the distribution channel, regardless of the level. Exclusive conflict is not a commonly recognized term in this context. Hence, horizontal conflict is the most accurate description of the situation where firms at the same level in the channel oppose each other.