Discuss in detail: the behavioral processes of conflict, power, role, and communication in a marketing channel's context

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General Management

Discuss in detail: the behavioral processes ofconflict, power, role, and communication in a marketing channel'scontext

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Behavioral processes of conflict power role and communication in a marketing channels context Conflict Conflict exists when a member of the marketing channel perceives that another members actions impeded the attainment of his or her goals A Conflict versus Competition Conflict in the marketing channel should not be confused with competition Competition is behavior that is objectcentered indirect and impersonal Conflict on the otherhand is direct personal and opponentcentered behavior B Causes of Channel Conflict Analysis and research have pointed to many possible causes of channel conflict These are a Misunderstood communications b Divergent functional specializations and goals of channel members c Failings in joint decisionmaking d Differing economic objectives e Ideological differences of channel members f Inappropriate channel structure Although there are many causes of channel conflict most can be placed into one or more of the following seven categories 1 Role incongruities 2 Resource scarcities 3 Perceptual differences 4 Expectational differences 5 Decision domain disagreements 6 Goal incompatibilities 7 Communication difficulties 1 Role incongruities Members of the marketing channel have a series of roles they are expected to fulfill If a member deviates from the given role a conflict situation may result 2 Resource scarcities Sometimes conflict stems from a disagreement between channel members over the allocation of some valuable resources needed to achieve their respective goals A common example is between manufacturers and retailers over house accounts Another example involves site selection in franchised channels 3 Perceptual differences Perception refers to the way an individual selects and interprets environmental stimuli The way such stimuli are perceived are often quite different from objective reality 4 Expectational differences Various channel members have expectations about the behavior of other channel members These expectations are predictions or forecasts concerning the future behavior of other channel members Sometimes these forecasts turn out inaccurate but the channel member who makes the forecast will take action based upon the predicted outcomes thus channel conflict 5 Decision domain disagreements Channel members explicitly or implicitly carve out for themselves an area of decisionmaking that they feel is exclusively theirs Hence conflicts arise over which member has the See Answer

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