Scenario 15.1 Use the Following to Answer the Questions

question 152

Multiple Choice

Scenario 15.1
Use the following to answer the questions.
Liz Claiborne,Inc.markets several different brands,under their own Claiborne name label,as well as others.Their primary brands,such as Liz Claiborne,Liz & Co,and DKNY,are sold to wholesalers.These brands are then available through retail department stores such as Kohl's and Macy's.Their wholesale-based brands division is positioned as customer-focused and cost-efficient.Their premium brands division includes labels such as Kate Spade,Juicy Couture,and Mexx.These premium brands are sold through stores that the Claiborne company owns.
-Refer to Scenario 15.1.If Liz Claiborne were to distribute their Kate Spade brand through its company-owned stores and through wholesalers,to major department stores,then Liz Claiborne would be using ____ distribution.

• A)intensive
• B)vertical
• C)horizontal
• D)dual
• E)exclusive

---

Definitions:

Joint Benefit

The advantages or profits derived from a venture, project, or activity that are shared by all participating parties.

Department

A specialized functional area within an organization, focused on a specific area of activity or responsibility.

Selling Department

A division within a company responsible for managing sales activities and strategies to sell products or services.

Profit Center

A branch or division of a company that is responsible for generating its own revenue and profit.