Marriott Corporation now contains hotels and motels from the "budget" end of the consumer spectrum to the "premium" end with their JD Marriott flagship locations. This is an example of a firm that successfully performed a(n) ________ to reach more consumers and ventures that are more profitable.
A) upstream integration
B) two-way stretch
C) up-market stretch
D) down-market stretch
E) downstream integration

Question

Quizplus · Accepted Answer

A two-way stretch refers to a strategy where a company expands its product line both upwards and downwards, catering to both budget and premium segments, as Marriott has done.

Marriott Corporation Now Contains Hotels and Motels from the "Budget