Phoenix Automated Retail Servicesspecializes in DVD rentals via automated retail kiosks. If consumers want a particular DVD, they can rent it from Phoenix instead of searching for itinvariousproduction studios
Phoenixtherefore provides _____ for both consumers and the production studios.
a. contact efficiency
b. reciprocity
c. synergy
d. forward integration
ANSWER: a
In this scenario, Phoenixprovides contact efficiency for both consumers and the production studios.Retailers provide contact efficiency by reducing the number of stores customers must shop in to complete their purchases.
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