Horizontal conflict occurs among different types of marketing intermediaries handling similar products at the same level of the marketing channel.

Question

Quizplus · Accepted Answer

Horizontal conflict arises when different marketing intermediaries at the same level of the marketing channel, such as wholesalers or retailers, compete with each other for the same customer base and sales volume. This can happen if they handle similar products and use similar distribution methods. Examples of horizontal conflict include retailers competing with other retailers in the same geographic area or wholesalers selling to the same retailers.

Horizontal Conflict Occurs Among Different Types of Marketing Intermediaries Handling