The combining of two or more stages of the channel under one management, in which each channel member is seen as an extension of their own operations, is described as
A. strategic alliances
B. horizontal channel integration
C. reverse channels
D. oligopoly
E. vertical channel integration
Answer: (E) Vertical channel integration is the combining of two or more stages of the channel under one management. (E) is the best answer. A strategic alliance (A) is a partnership formed to create a competitive advantage on a worldwide bases. Horizontal channel integration (B) deals with combining institutions at the same level of operation. Reverse channels (C) are used to retrieve products that consumers no longer want. An oligopoly (D) is a competitive structure existing when a few sellers control the supply of a large proportion of a product.
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