Questions: In which situation is the firm most likely to maintain control of the marketing mix? - horizontal - layered - cooperative - indirect - direct

The answer is direct.

Explanation for each option:

1. Horizontal: This term typically refers to a horizontal integration strategy where a company acquires or merges with a competitor at the same stage of the supply chain. While this can increase market share and reduce competition, it does not necessarily mean the firm maintains control over the marketing mix.

2. Layered: This term is not commonly used in the context of marketing mix control. It might refer to a multi-layered approach in organizational structure or strategy, but it does not directly relate to maintaining control over the marketing mix.

3. Cooperative: In a cooperative marketing strategy, firms work together to achieve common goals. While this can be beneficial, it often requires compromise and shared control over the marketing mix.

4. Indirect: Indirect marketing involves using intermediaries or third parties to reach customers. This approach often results in less control over the marketing mix because the intermediaries have their own strategies and methods.

5. Direct: Direct marketing involves the firm reaching out to customers without intermediaries. This approach allows the firm to maintain full control over the marketing mix, including product, price, place, and promotion.

Therefore, the firm is most likely to maintain control of the marketing mix in a direct marketing situation.