In terms of channel organization and administration, a channel captain is
A) the dominant member of a channel of distribution
B) the retailer that sells the products and has access to consumers
C) the manufacturer that has a high level of product quality and prestige
D) the largest member of the channel

Question

Quizplus · Accepted Answer

A channel captain is the dominant member of a channel of distribution who coordinates, supports, and leads the channel members to achieve efficient and effective distribution.

In Terms of Channel Organization and Administration, a Channel Captain