BioMark Lifesystems wanted to enhance the adoption of its new diagnostic substances by medical laboratories.It made an agreement with the dominant producer of syringes and test tubes to have its diagnostic substances sold to laboratories in a package along with the syringes and tubes.This arrangement is known as:
A) sponsorship.
B) product modularity.
C) a bundling relationship.
D) disintermediation.

Question

Quizplus · Accepted Answer

The arrangement described in the scenario is known as bundling relationship, where different products are sold as a package deal to increase their adoption in the market. In this case, BioMark Lifesystems is bundling its diagnostic substances with syringes and test tubes, which can increase the convenience and attractiveness of the overall package for medical laboratories.

BioMark Lifesystems Wanted to Enhance the Adoption of Its New