MARKETING: REAL PEOPLE...ACCESS CARD
11th Edition
ISBN: 9780137684649
Author: Solomon
Publisher: INTER PEAR
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Chapter 11, Problem 12QA
Summary Introduction
To define: The concept of various terms like: Channel leader or Channel Captain, Channel Power, and Channel Conflict
Introduction:
A channel leader or channel captain is the dominant firm that has some channel powers. A channel captain should be made who can supervise and control the channel members and the movement of the product through the channel.
Channel power is some kind of power that one member of the channel has or the channel captain to be able to lead, control, and influence all other channel members.
Channel Conflict is a normal state in a channel, and it occurs when the behavior of one channel member becomes opposite to its counterpart.
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