The dominant member of a channel, known as the channel captain, is always either the manufacturer or the retailer.

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The dominant member of a channel, known as the channel captain, can be at any level of the distribution channel. A manufacturer with a strong brand pull, such as Coca-Cola or Colgate-Palmolive, could be the channel administrator. Many powerful wholesalers, such as Supervalu, dealing with smaller manufacturers or retailers can act as channel captains. Influential retail chains, such as Wal-Mart and Home Depot, can take on the role of channel captain. Hybrid structures, such as Costco, a warehouse club that sells both to final consumers and resellers, also can administer the distribution channel.

The Dominant Member of a Channel, Known as the Channel