When Benetton, the Italian sportswear designer and manufacturer, decided to open its own specialty shops to sell its merchandise, the firm was engaging in

When Benetton, the Italian sportswear designer and manufacturer, decided to open its own specialty shops to sell its merchandise, the firm was engaging in



a) channel repetition.

b) vertical channel integration.

c) channel conflict.

d) horizontal channel integration.

e) channel expansion.



Answer: b) vertical channel integration.


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Marketing Chapter 15

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