Question 19 The strategic argument for forward vertical integration is to

a.gain better access to end users and better market visibility.

b.achieve the same scale economies as wholesale distributors and/or retail dealers.

c.control price at the retail level.

d.bypass distributors-dealers and sell direct to consumers at the company's Web site.

e. build a core competence in mass merchandising.

Question 20 Business-level, or competitive, strategy focuses on

a.ensuring that the company maintains the existing market share that it has historically enjoyed in multiple markets or industries.

b.recovering the competitive lead by using all available resources that the company can provide.

c.providing shareholders a minimum acceptable return on investment.

d.improving the competitive position of a corporation's products or services within the single industry or market segment served.

e. preventing the competition from gaining a competitive edge by undermining their marketing plan.