In an administered vertical marketing system, the sheer size and power of one of the intermediaries places it in a position of control. The lead player in such situations may be referred to as the ________.
A) virtual organization
B) retailer cooperative
C) wholesaler cooperative
D) channel captain
E) network organization

Question

Quizplus · Accepted Answer

The lead player in an administered vertical marketing system is referred to as the channel captain. This player is typically a large and powerful intermediary who exerts control over the other members of the distribution channel. The channel captain may be a manufacturer, retailer, or wholesaler.

In an Administered Vertical Marketing System, the Sheer Size and Power