Because wholesalers and retailers are closer to the final user, they are in an ideal position to assume the channel captain role.

Question

Quizplus · Accepted Answer

Wholesalers and retailers are often in direct contact with the final user or consumer, which gives them insight into consumer demands, preferences, and behavior. They play a crucial role in coordinating activities and managing relationships throughout the distribution channel, making them well-suited to serve as channel captains.

Because Wholesalers and Retailers Are Closer to the Final User