There are several key decision areas pertaining to the appointment of intermediaries. These include: price policy, terms and conditions of sale, territorial rights and the definition of responsibilities. In addition, a choice has to be made between extensive and intensive coverage of the market. An important aspect of the relationship with intermediaries is the recognition that intermediaries are independent of suppliers and must be marketed to rather than through. Much of the conflict between parties within the distribution system arises from incompatible goals, confusion over roles and rights and differences in perceptions of the market. Moreover, the greater the degree of independence between two members of the distribution channel, the greater the potential for conflict because the actions of one party are likely to impinge upon the performance of the other.