Vertical and horizontal market

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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 a need of a wide range of buyers across different sectors of an economy.[1][2]

Vertical market[edit]

There are three types of vertical market 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 its size and power.
  3. Contractual vertical markets are created by independent companies that combine market stages through legal agreements.[3]

See also[edit]

References[edit]

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