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markets, differences in economic and ideological objectives among channel members etc., also lead to conflicts. In addition to extemal changes, market channel strategies adopted by channel members are also an important source of channel conflicts. Exhibit 22.1 describes some common marketing channel strategies that become a source of conflict between the manufacturer and intermediaries. Figure 22.1: Channel Conflict Model Conflict Management Techniques of Level conflict Outcomes of conflict Causes of conflict . Competing roles Clashes over domains Differing perceptions of reality Vertical conflicts Horizontal conflicts Multi-channel conflicts . . Source: Larry.J, Rosenberg and Louis. W, Stern, "Toward the Analysis of Distribution Channels: A Descriptive Model". Journal of Marketing, October 1970, Volume 34. Issue ribution channels Figure 18.2 Marketing Flows in Channels of Distribution Physical exchange Physical exchange Title transfer Title transfer Promotion Promotion Negotiation Negotiation Financing Manufacturers and Producers Wholesalers and retailers Consumers (Business and individual) Financing Risking Risking Ordering Ordering Payment Payment urce: Donald J. Bowersox and Edward E. Morash, The Integration of Marketing Channels of Distribution," European Journal of Marketing, 1989, Volume 23. Is For instance, in consignment selling?, the product might be physically held seller but the title or ownership to the goods lies with the producer or manufact the goods are sold. Ownership flow involves costs such as inventory costs for the goods in inventory and opportunity costs incurred by investing in the goods Promotion Drome that are aimed at making prom