Which of the following is a difference between vertical conflict and horizontal conflict?
a. Vertical conflict occurs between different levels in a marketing channel, while horizontal conflict occurs among channel members on the same level.
b. Vertical conflict is found when manufacturers practice multiple distribution strategies, while horizontal conflict is found when manufacturers practice a single distribution strategy.
c. Vertical conflict occurs when a wholesaler chooses to bypass a producer, while horizontal conflict occurs when a producer chooses to bypass a wholesaler.
d. Vertical conflict is primarily characterized by lying and breaking contractual agreements, while horizontal conflict is primarily characterized by hiding and withholding information.
ANSWER: a
Vertical conflict occurs between different levels in a marketing channel, most typically between a manufacturer and wholesaler or a manufacturer and retailer. Horizontal conflict occurs among channel members on the same level, such as two or more different wholesalers or two or more different retailers that handle the same manufacturer's brands.
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