You have spent the last 20 years of your career in various marketing channel management roles with a variety of companies. One of the things you have learned is that channel conflict can be very destructive to all members of the marketing channel. Which of the following actions would you take to ensure that channel conflict does not occur in your current role?
A. Encourage each member of the channel to act in its self-interest.
B. Make sure the channel handles a diversified set of competing products.
C. Minimize the level of communication among members of the channel so conflicts do not get started.
D. Establish clearly-defined roles and responsibilities for each member of the channel.
E. Maintain loosely-defined roles and responsibilities for each member of the channel so each feels like they have some independent decision-making ability.
Answer: D
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