Google Answers Logo
View Question
 
Q: marketing analysis ( Answered,   0 Comments )
Question  
Subject: marketing analysis
Category: Business and Money > Advertising and Marketing
Asked by: mxgale-ga
List Price: $4.00
Posted: 23 May 2002 09:11 PDT
Expires: 30 May 2002 09:11 PDT
Question ID: 17673
what is the difference between horizontal and vertical markets?  give
examples of both... and describe how they may also similar?
Answer  
Subject: Re: marketing analysis
Answered By: cobrien-ga on 23 May 2002 10:14 PDT
 
Hi mxgale!

You asked about the difference between horizontal and vertical
markets, giving examples of both.

A loose definition of a vertical market is one that deals with a
particular industry, meeting its needs. A horizontal market is more
general - it appeals to, or deals with a much wider range of
businesses, uses, etc. This is the main difference between the two.


Searching Google brought up the following results:  

According to Investorwords.com, a horizontal market is: 

‘A market which meets a given need of a wide variety of industries,
rather than a specific one: for example, word processing software’.

http://www.investorwords.com/cgi-bin/getword.cgi?2340


The same site classes a vertical market as:
‘A market which meets the needs of a particular industry: for example,
a piece of equipment used only by semiconductor manufacturers’.

http://www.investorwords.com/cgi-bin/getword.cgi?5242


SearcheBusiness.com classes a vertical market as 
‘vertical market is a particular industry or group of enterprises in
which similar products or services are developed and marketed using
similar methods (and to whom goods and services can be sold).’

Using software as an example to differentiate between horizontal and
vertical markets, the site points out that:

‘Vertical market software is software aimed at a particular vertical
market and can be contrasted with horizontal market software (such as
word processors and spreadsheet programs) that can be used in a
cross-section of industries.’

http://searchebusiness.techtarget.com/sDefinition/0,,sid19_gci213286,00.html


The site includes ‘broad examples’ of vertical markets, such as
insurance, real estate, banking, heavy manufacturing, retail,
transportation, hospitals, and government.


The very definitions of vertical and horizontal markets leads me to
draw the conclusion that there are no similarities in the markets
themselves, beyond the fact that they are both market structures.

InvestorWords doesn’t see any similarities – in fact its definition
include the words  ‘opposite of’:

‘opposite of horizontal market.’

http://www.investorwords.com/cgi-bin/getword.cgi?5242


Main Highway, a provider of Internet solutions, says:   
‘Horizontal markets have participants who come from diverse sectors
but share common networking goals.’

The same piece cites ‘good examples’ of horizontal markets, such as
‘Chambers of Commerce, Industrial Associations and Federations or
regional business associations’.

Vertical markets, according to Main Highway, are when ‘members [of
communities] come from different parts of the supply chain hence the
term "vertical community". Opportunities emerge for intra-community
commerce as members forge working alliances, sharing knowledge and
commercial practice.’

‘Vertical Communities are often referred to as Communities of
Practice.’

http://www.mainhighway.com/solutions/markets/horiz_vert.htm


According to 10east:
‘Microsoft targets a horizontal market, a market with vast, generic
appeal to the masses. A commodity market.’
http://www.10east.com/?asptypes


Search terms: 
Horizontal market
Vertical market
Horizontal and vertical market similarities


Hope this helps!

cobrien
Comments  
There are no comments at this time.

Important Disclaimer: Answers and comments provided on Google Answers are general information, and are not intended to substitute for informed professional medical, psychiatric, psychological, tax, legal, investment, accounting, or other professional advice. Google does not endorse, and expressly disclaims liability for any product, manufacturer, distributor, service or service provider mentioned or any opinion expressed in answers or comments. Please read carefully the Google Answers Terms of Service.

If you feel that you have found inappropriate content, please let us know by emailing us at answers-support@google.com with the question ID listed above. Thank you.
Search Google Answers for
Google Answers  


Google Home - Answers FAQ - Terms of Service - Privacy Policy