What is channel conflict?

• A. Occurs when customers are confused by multiple channels.
• B. Occurs when the same or competing channels have conflicting goals.
• C. Happens when suppliers raise prices for all customers.
• D. Is when channels coordinate perfectly.

Answer: (B)

Channel conflict happens when the same product moves through multiple channels that have opposing or competing goals, creating friction between those channels. This can occur when a manufacturer wants broad, low-price market coverage online while a retailer wants to protect margins and maintain higher in-store prices, or when online and offline channels push different promotions or pricing strategies that clash. That clash—the unaligned objectives of the channels—is what defines channel conflict. The other scenarios describe related issues but don’t capture the core idea: confusion among customers is about how channels are used, price changes by suppliers aren’t about channel goals, and perfect coordination is the opposite of conflict.