Which of the following corporate strategies is being employed when a large grocery store purchases a dairy farm to supply all of the store-brand milk, yogurt, butter, and cheese?
A) differentiation strategy
B) conglomerate diversification
C) vertical integration
D) low-cost strategy
E) functional strategy
C) vertical integration
Explanation: A vertical integration strategy involves expanding the domain of the organization into supply channels or to distributors. Vertical integration generally is used to eliminate uncertainties and reduce costs associated with suppliers or distributors.
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In using advertising tracking research, after the respondent is shown a segment of the advertisement or stills of the ad, they are asked first:
A) if they can identify which brand was in the ad from a list of brands shown to them B) if they can identify the brand being advertised C) if they recognize the company or brand D) if they liked the ad
Chipotle engages customers through Facebook, Twitter, and other social media via its grassroots "Food with Integrity" digital strategy, which puts the focus on what it sells and where it comes from. These are examples of ________ media
A) owned B) earned C) paid D) service E) marketing
People who buy magazines that they like or who opt in to e-mail, social media, or mobile marketing programs rarely complain about the ads because they involve products and services of interest
This is counter to the claim that the marketing system creates ________. A) minimalistic social costs B) the creation of false wants C) excessive materialism D) high promotion costs E) cultural pollution
The book discusses four debates about what culture is and whether it matters. Describe two of the debates.
What will be an ideal response?