FIGURE 9-4
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run __________ because a single kind of marketing action can reach customers that buy different "products."
A)horizontally across the rows
B)vertically from top to bottom
C)between full meals and snacks
D)between permanent and nonpermanent residents
E)both horizontally and vertically depending upon the marketing action

Question

FIGURE 9-4 
-Figure 9-4 above shows the market-product grid for a Wendy's restaurant next to a large urban university campus.Marketing synergies and efficiencies run __________ because a single kind of marketing action can reach customers that buy different "products."
A)horizontally across the rows 
B)vertically from top to bottom 
C)between full meals and snacks 
D)between permanent and nonpermanent residents 
E)both horizontally and vertically depending upon the marketing action

Quizplus · Accepted Answer

The market-product grid shows different types of products offered by Wendy's (such as full meals, snacks, or drinks) to different segments of customers (such as students, faculty, staff, or visitors) based on their needs and preferences. Marketing synergies and efficiencies run horizontally across the rows because a single kind of marketing action (such as promoting a new sandwich or value meal) can reach customers that buy different kinds of products (such as meals or snacks). This allows the restaurant to leverage its marketing resources, optimize its promotional mix, and create a more consistent brand image and customer experience. Vertical marketing synergies and efficiencies also exist to some extent between different customer segments that prefer similar products or services, but the primary focus is on horizontal integration.

FIGURE 9-4 -Figure 9-4 Above Shows the Market-Product Grid for a Wendy's