nel member to resist giving a manufacturer categ creating turers generally prefer not to be presented alongside their competitors, another built-in source of permanent channel conflict. Thus, we have two conflicts. First, manufacturers want to blanket a trading area with outlets, but the outlets prefer the reverse. Second, downstream channei members prefer to have multiple brands to offer in a category, but manufacturers prefer the reverse. Here are the makings of a negotiated settlement. We have yet a third conflict Manufacturers want downstream channel members to support their brands vigorously