The role of "channel captain":
A) should be taken by producers because they have more power.
B) is to force other channel members to accept the channel captain's plan.
C) should be taken by retailers because they are closer to consumers.
D) may not be necessary if the channel members are satisfied with the "status-quo."
E) is to help a channel system compete more effectively with other channel systems.

Question

Quizplus · Accepted Answer

The role of the "channel captain" is to help the channel system compete more effectively with other channel systems. The channel captain is responsible for coordinating and aligning the efforts of all channel members towards achieving the common goal of delivering value to the end consumer. This requires the channel captain to have a deep understanding of the market, consumer needs, and the capabilities of each channel member to allocate responsibilities, manage conflicts and optimize the channel's performance. The choice of the channel captain is independent of the channel member's power or proximity to the consumer. It is a strategic decision based on the channel's competitive landscape and the potential to create value for all channel members.

The Role of "Channel Captain