When Estee Lauder Set Up a Web Site to Sell

question 65

Multiple Choice

When Estee Lauder set up a Web site to sell its Clinique and Bobbi Brown brands, Dayton Hudson reduced space for Estee Lauder products in its department stores in response to the ________ conflict.

• A) horizontal channel
• B) multichannel
• C) vertical channel
• D) grid channel
• E) end-customer

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Definitions:

Strategy

A plan of action or policy designed to achieve a major or overall aim.

CEO

Chief Executive Officer, the highest-ranking executive in a company, responsible for major corporate decisions and overall management.

Corporate Level

Pertains to the highest strategic tier in an organization, involving decisions that affect the company as a whole.

CMO

Stands for Chief Marketing Officer, a senior executive responsible for overseeing the development and execution of strategies to promote a company's brand and products.