Your small retail outlet prides itself on selling environment-friendly premium coffee products.You purchase your beans from roasters who sell only fair trade-certified,Rainforest Alliance-certified,and organic-certified coffees.In fact,you are part of a co-op that assists small farmers through the certification process with grants and education.What vertical marketing process are you employing in distributing your products to your customers?

Question

Your small retail outlet prides itself on selling environment-friendly premium coffee products.You purchase your beans from roasters who sell only fair trade-certified,Rainforest Alliance-certified,and organic-certified coffees.In fact,you are part of a co-op that assists small farmers through the certification process with grants and education.What vertical marketing process are you employing in distributing your products to your customers?​

Quizplus · Accepted Answer

The vertical marketing process being employed in this scenario is backward integration, as the retailer is sourcing their coffee beans from roasters who have obtained various certifications, and they are part of a co-op that helps small farmers achieve the necessary certifications. Backward integration involves a company integrating with its suppliers to ensure greater control over the supply chain and to guarantee the quality of the products being sold to consumers.

Your Small Retail Outlet Prides Itself on Selling Environment-Friendly Premium