Warner Bros.sells biscuit jars, puzzles, photo albums and other items featuring its popular cartoon characters directly through its own retail outlets.This is an example of:
A)channel leadership.
B)channel cooperation.
C)channel conflict.
D)horizontal channel integration.
E)vertical channel integration.

Question

Quizplus · Accepted Answer

Warner Bros.'s strategy of selling merchandise featuring its popular cartoon characters through its own retail outlets is an example of vertical channel integration. This strategy allows Warner Bros. to have more control over the marketing and distribution of its products and ensures a consistent brand image across all retail outlets. It also allows for better coordination and communication between the different levels of the distribution channel.