What is an example of vertical channel conflict?

Vertical channel conflict arises when there are disagreements or tensions among members of the same supply chain, specifically between different levels. This may involve conflicts between manufacturers, wholesalers, and retailers regarding their respective roles, responsibilities, and the pricing or distribution of products. Such conflicts can impact the efficiency and effectiveness of the supply chain, often leading to a breakdown in communication and collaboration.

In this scenario, the correct answer highlights this concept of disagreement among supply chain members about their roles, clearly illustrating the nature of vertical channel conflict. Understanding this type of conflict is crucial for marketers and businesses in order to ensure smoother operations and to foster better relationships throughout the supply chain, ultimately leading to improved performance and satisfaction for all parties involved.

The other choices do not accurately capture the essence of vertical channel conflict. Competing retailers refer to horizontal conflict, as it involves competitors at the same level in the distribution chain. Similarly, two manufacturers offering the same product don't represent a vertical conflict since they operate at the same level. Lastly, collaboration among different channel levels stands in direct contrast to the conflict aspect, as it indicates a harmonious relationship rather than a disagreement.