channel captain


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channel captain

n
(Marketing) marketing the most powerful member, and often the one that decides specifications, in a channel for distributing goods (which usually consists of a manufacturer, wholesaler, and retailer). The channel captain is sometimes the manufacturer but in the case of a chain store it may be the retailer
References in periodicals archive ?
Interactions between the manufacturer and members of its distribution channel were driven by the more powerful manufacturer as "channel captain." (10) Exchange was conducted at arm's length and on a transactional basis.
FERRELL, MARKETING 44 (2012) ("The channel captain may be a producer, wholesaler, or retailer.
For each of the target market segments, develop a comprehensive Value Chain "Cluster" designed to uncover and show where industry structure, value chain inefficiencies, supply/demand balance or other structural issues may present attractive opportunities for strategic value creation or extraction, the Channel captain (or, captains) for each segment be identified.
4 STEPHANIETAYLOR, "STEPHANIE TAYLOR SONGBOOK" (Schindler House, Los Angeles, July 23, 2011) On this summer evening (presented by the Society for the Activation of Social Space Through Art and Sound and the MAK Center for Art and Architecture), the polymath Taylor was joined by a dozen or so friends and colleagues for a recital of her greatest hitsr including "Valsalhalal's Tin Gun," "Gutter Foal," and "A Leash for Fritz and Kale for Stray Bunny." The last of these off-kilteryarns (all generated via the artist's arcane self-invented rhyme-based system) was performed by Alice Konitz and Taylor, who, in tandem and in costume, seemed to channel Captain Beefheart, Red Krayola, and Kurt Schwitters all at once.
The recording studios were the channel captain for decades due to channel power supported by economic and legitimate authority.
* For students to gain an understanding of distribution channel conflict and the importance of channel captains for efficient channel operation.
YOU HAVE to go back 20 or more years to find the terra "Channel Captain" even covered in a marketing textbook.
For instance, when the manufacturer is the channel captain, the first calculation would be the retailer's choice of Q to maximize [[pi].sub.R,return] for a given (R, w, b), via the same method that produced (2).
[5] While ocean carriers have long taken a leadership role in the international intermodal channel, there has been no clear channel captain in the domestic sector.
McCarthy's (1960) concept of a channel captain is further affirmation that in a distribution channel, like it or not, all participants are interrelated.
At that point, food manufacturers will have strategically lost their role as channel captains in the food industry - which they have had for most of the 20th century."
The dual-channel strategy was a workable marketing and sales concept, also enjoyed by Revlon and Max Factor, in the glory days when brands were the channel captains because mass volume paid for the brand's product advertising, which also drove traffic to department stores.