When Coca-Cota and Nestle formed joint venture to market a ready to drink coffee and tea worldwide the type of marketing system that was formed would best be described as being a(n)?
Correct answer: D. horizontal marketing system
- A. vertical marketing system
- B. parallel marketing system
- C. diversified marketing system
- D. horizontal marketing system
Explanation
A horizontal marketing system occurs when firms operating at the same channel level combine resources for a common opportunity. Coca-Cola and Nestlé were both producers joining to market the beverage venture.
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