When Coca- Cola and Nestlé formed a joint venture to market ready- to- drink coffee and tea worldwide, the type of marketing system that was formed would be best described as being a:
A) vertical marketing system.
B) horizontal marketing system.
C) hybrid marketing system.
D) parallel marketing system.
E) diversified marketing system.

Question

Quizplus · Accepted Answer

A horizontal marketing system is formed when two or more companies at the same level in the distribution channel, often competitors, come together to exploit a new marketing opportunity. In this case, Coca-Cola and Nestlé, both major players in their respective fields, collaborated to market ready-to-drink coffee and tea worldwide, making it a horizontal marketing system.

When Coca- Cola and Nestlé Formed a Joint Venture to Market