Ideally, a "channel captain":
A) has sufficient market power to force his policies on other channel members.
B) is a manufacturer.
C) is a strong retailer or wholesaler.
D) is assigned this role by majority vote among channel system members.
E) earns that "position" by effective leadership.

Question

Quizplus · Accepted Answer

A channel captain should ideally earn their position through effective leadership rather than relying on their market power or being assigned by vote. The role of a channel captain is to coordinate and lead the activities of the various members in a channel system towards common goals. This requires a strong leader who can inspire trust and cooperation among channel members rather than just imposing their policies on others. While being a manufacturer, retailer or wholesaler may provide some advantages in fulfilling the role of a channel captain, it is not a requirement.

Ideally, a "Channel Captain