Vertical channel conflict occurs when

Vertical channel conflict occurs when members of different levels of the marketing channel disagree on pricing, advertising, or sales efforts. This type of conflict can arise when different players in the channel have different goals and objectives. For example, if a manufacturer wants to sell its products at a lower price than a retailer is willing to sell it for, there would be a vertical channel conflict. Similarly, if a wholesaler wants to use different methods of advertising than those preferred by a manufacturer or retailer, this could also create a vertical channel conflict.