Horizontal and vertical market explained

A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession, or other group of customers with specialized needs.

A horizontal market is a market in which a product or service meets the needs of a wide range of buyers across different sectors of an economy.^{[1] [2]}

Types

There are three types of vertical markets which encompass successive market stages of production and distribution: corporate, administered and contractual.

1. Corporate vertical markets combine market stages under single ownership.
2. Administered vertical markets are coordinated by one company due to its size and power.
3. Contractual vertical markets are created by independent companies that combine market stages through legal agreements.^[3]

See also

• Vertical integration
• Vertical market software
• Vertical monopoly
• Supply and demand
• Product-market fit

Notes and References

1. Book: Marketing of High-technology Products and Innovations . Jakki J. Mohr . Sanjit Sengupta . Stanley F. Slater . 2010 . 9780136049968 . 251 . Prentice Hall.
2. Book: Business Marketing Management, An Organizational Approach : Text and Cases . Robert W. Haas . 1992 . 9780136049968 . 107 . PWS-KENT Publishing Company.
3. Book: A Dictionary of Marketing (3 ed.) . Charles Doyle . 2011 . 9780191727962 . 10.1093/acref/9780199590230.001.0001 . Oxford University Press.