Question

Under Fisher, between 1993-1997, Kodak moved closer to customers when it produced and launched a digital print station to retailers to help service their end-user customers. What statement below correctly characterizes this strategic move?
a. External horizontal integration.
b. Forward integration.
c. Internal vertical integration.
d. Upstream diversification.

Answer 1

Answer:

b. Forward integration.

Explanation:

Forward integration: is a type of marketing strategy where the company directly distribute or supply its product to the retailer,  this is done so as to be to sell directly to the retailer without going through the wholesaler. This is achieved by having warehouses that is closer to the retailers where the products can be sold to the retailers or directly selling the product to the retailer from the company.

Answer 2

Answer:

The correct answer is B) Forward Integration

Explanation:

When a business expands it's operations or activities to include or take charge of distribution or supply of it's products or services, it is usually referred to as Forward Integration.

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