LIT(MARKET INTEGRATION)

-INTEGRATION SHOWS THE REALATIONSHIP OF FIRMS IN A MARKET. THE EXTENT OF

INTEGRATION INFLUENCES THE MEARKET CONDUCT OF THE FIRMS AND CONSEQUENTLY THEIR
MARKETING EFFICIENCY.

-MARKET INTEGRATION REFERS TO EXPANSION OF FIRMS BY CONSOLIDATINF ADDITIONAL

MARKETING FUNCTIONS AND ACTIVITIES UNDER A SINGLE MANAGEMENT.

-BUILDING REALATIONSHIP WITH HAVING A DEAL OR OBE OBJECTIVE

THREE BASIC KIND OF MARKET INTEGRATION

1.HORIZONTAL INTEGRATION- MARKETING AGENCIES COMBINE TO FORM A
UNINON TO REDUCE THEIR EFFECTIVE NUMBER AND THE EXTENT OF
ACTUAL COMPETITION IN THE MARKET.
>ADVANTAGES:LESS COMPETITION
>DISADVANTAGES: PROVIDE VARIETY OF CHOICES

2.VERTICAL INTEGRATION- WWHEN A FIRMS PERFORM MORE THEN ONE

ACTIVITY IN THE SEWUENCE OF MARKETING PROCESS
-LINGKING TOGETHERT OF TWO OR MORE
FUNCTIONS IN THE MARKETING PROCESS WITH A SINGLE FIRM OR
UNFER A SINGLE OWNERSHIP
A.FORWARD INTEGRATION-TAKES ACTIVITIES CLOSE TP
THE CONSUMMPTION FUNCTION
ex: WHOLESALER ASSUMING THE FUNCTION OF
RETAILING
B.BACKWARD INTEGRATION-COMBINAION OF SOURCES OF
SUPPLY
ex:PROCESSING FIRMS ASSUMES THE FUNCTION OF
ASSEMBLING/PRUCHASING
3..CONGLOMERATION- COMBINATION OF AGENCIES OR ACTIVITIES NOT
DIRECTLY RELATED TO EACH OTHER MAY OPERATE UNDER A UNIFIED
MANAGEMENT.
ex:uniliver