Because of its size and relative power,Walmart can easily impose controls on small manufacturers,such as PenAgain,but with large,powerful suppliers such as P&G,the control is more balanced between parties.Walmart's various marketing channel relationships offer examples of different forms of a(n)______________ marketing system.
A) cooperative
B) corporate
C) independent
D) administered vertical
E) conventional horizontal

Question

Quizplus · Accepted Answer

The concept of Walmart imposing controls on small manufacturers and balancing control with large suppliers suggests an administered vertical marketing system. This is a type of vertical marketing system where a dominant channel member, in this case, Walmart, coordinates activities and exercises control over the other channel members. The term "administered" means that the coordination and control are achieved through the size and power of the dominant member rather than through ownership.

Because of Its Size and Relative Power,Walmart Can Easily Impose