John works for an ice-cream manufacturer. His department focuses on keeping the finished products fresh as well as ensuring that they reach the retailers on time as the products are highly perishable. In addition, his department decides on which flavors of ice-creams should be sent to which retailers in various trade areas. John is most likely involved with:

John works for an ice-cream manufacturer. His department focuses on keeping the finished products fresh as well as ensuring that they reach the retailers on time as the products are highly perishable. In addition, his department decides on which flavors of ice-creams should be sent to which retailers in various trade areas. John is most likely involved with:



a. reverse management.
b. horizontal integration.
c. downstream management.
d. backward integration.


Answer: C


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Marketing Chapter 14

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