_____ occurs when achieving the goals of either the supplier or the retailer would hamper the performance of the other.
A) Perceptual incongruity
B) Domain disagreements
C) Goal incompatibility
D) Gray marketing
E) Dual Distribution

Question

Quizplus · Accepted Answer

Goal incompatibility refers to situations where achieving the objectives of either the supplier or the retailer would come at the cost of the other. For instance, a supplier might want to increase prices to enhance its profitability, while the retailer might prefer lower prices to attract more customers. Such goal incongruity between the parties can lead to conflicts and affect their collaboration.

_____ Occurs When Achieving the Goals of Either the Supplier