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channel captain

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noun
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
QUIZ
SHALL WE PLAY A "SHALL" VS. "SHOULD" CHALLENGE?
Should you take this quiz on “shall” versus “should”? It should prove to be a quick challenge!
Question 1 of 6
Which form is used to state an obligation or duty someone has?
Collins English Dictionary - Complete & Unabridged 2012 Digital Edition © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012

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