BioMark Lifesystems Inc.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.Such an arrangement is known as:
A) sponsorship.
B) product modularity.
C) a bundling relationship.
D) disintermediation.

Question

Quizplus · Accepted Answer

The arrangement described is a bundling relationship, where BioMark Lifesystems Inc. is partnering with a producer of syringes and test tubes to offer its diagnostic substances as part of a packaged deal. This will enhance the adoption of the new substances by medical laboratories.