Which one of the following refers to “two or more unrelated companies put together their resources or programmes to exploit an emerging marketing opportunity” ?
Horizontal marketing system
Concept: A horizontal marketing system is a channel arrangement in which two or more unrelated companies at the same level put together their resources or programmes to exploit an emerging marketing opportunity that neither could pursue as effectively alone.
The description here is exactly of separate companies joining resources to seize an opportunity, so it names this specific arrangement. The pooling of capital, capabilities or programmes lets the partners jointly capture an opportunity that would be too risky or too large for one firm.
Example: A supermarket chain letting a bank set up in-store branches - two unrelated firms combining footfall and financial services to tap a shared opportunity - is a classic horizontal marketing system.
Checking the options: holistic marketing is a broad philosophy of integrating all marketing activities; a hub-and-spoke system is a distribution/logistics arrangement; and co-branding puts two brands on a single product. Only the horizontal marketing system describes companies at the same level pooling resources for an opportunity, so option (2) is correct.
Hence it is called a horizontal marketing system.
Similar Questions
The whole channel concept for International Marketing is represented as :
'The manufacturer threatens to withdraw a resource or terminate a relationship if intermediaries fail to cooperate', refers to which one of the following channel power?
Which of the following is not primarily a responsibility of producers for their channel members?
Generally, a supermarket in classified by which of the following category ?
Producers of convenience goods typically prefer
Which of the following is a type of off-price retailer?
Match the items of List - I with the items of List - II and select the correct code of matching :
List - I (Type of store Retailers) List - II (Formats) (a) Speciality store (i) Broad selection of high-mark up, fast moving, brand-name goods sold by a list (b) Drug store (ii) Narrow product line (c) Super store (iii) Prescription and pharmacies (d) Catalogue showroom (iv) Huge selling space Code :
Which one of the following is a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings ?
Important Questions from Marketing channels
A manufacturer, to market its products, focuses on the following marketing channel alternatives :
(i) Telemarketing
(ii) Distributors
(iii) Sales force
(iv) Internet
(v) Retail stores
(vi) Value-added partners
Select the code of correct sequence of the channel alternatives in order of increasing cost per transaction.
Which of the following marketing channel function helps to fulfil the completed transactions?
- A price ending in an odd number or a price just under a round number.
The whole channel concept for International Marketing is represented as :
'The manufacturer threatens to withdraw a resource or terminate a relationship if intermediaries fail to cooperate', refers to which one of the following channel power?
