Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch company decided to invest in retailing ice cream, it developed ice-cream vans and kiosks that it would set up on the world's beaches. Unilever engaged in:
A) multiple sourcing
B) disintermediation
C) cross-selling
D) collaborative selling
E) relationship marketing

Question

Quizplus · Accepted Answer

Unilever's decision to sell ice cream directly through its own vans and kiosks on beaches is an example of disintermediation, which means bypassing traditional distribution channels to sell directly to consumers.

Unilever Is the World's Largest Manufacturer of Ice Cream