Walmart needs P&G to satisfy its customers, and P&G recognizes that if it can keep Walmart happy, it will have more than enough business for years to come. Walmart and P&G recognize that it is in their common interest to be

A) separate identities.
B) strategic partners.
C) supply chain intermediaries.
D) in a corporate vertical marketing system.
E) in an administered vertical marketing system.

Strategic Partners

Businesses or entities that collaborate through agreements or alliances to achieve common goals, share resources, or enhance competitive advantages.

Supply Chain Intermediaries

Entities that act as middlemen in the distribution process from manufacturer to consumer, such as wholesalers and retailers.

Administered Vertical Marketing System

A coordinated marketing system where a dominant channel member organizes promotional activities and other aspects of the marketing mix without owning the production or distribution elements.