In an independent (conventional) marketing channel, members typically prioritize:

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In an independent or conventional marketing channel, the members often prioritize their own objectives and profits because each entity operates as an independent business focused on maximizing its individual financial performance. This often leads to a competitive rather than collaborative approach, where each member, such as manufacturers, wholesalers, and retailers, is mainly concerned with their own sales and profit margins.

In such channels, there may be minimal cooperation or shared goals among the members, which can result in conflicts of interest. Each member seeks to optimize its own position in the marketplace, often focusing on short-term gains instead of fostering long-term relationships or broader market stability. Thus, the emphasis on individual objectives aligns with the nature of independent channels where collaboration across the entire supply chain is less of a priority compared to outright profit maximization for each participant.