Vertical vs. Horizontal Marketing

[mighty]

Could someone just give a brief description of each?

Thanks

[John Scott]

I found a couple definitions:

horizontal marketing / vertical marketing

Von einem horizontalen Marketing System spricht man bei Zusammenarbeit zwischen Unternehmen der gleichen Absatzstufe

Horizontal marketing systems allows/encourages different organisations to share their expertise and give each other access to new customer segments

Horizontal Marketing
Definition: When two companies producing different products jointly market their products. Sometimes horizontal marketing is referred to as symbiotic marketing.

Vertical marketing focuses on developing solutions to user problems within specific industries. In contrast, horizontal marketing provides generic “one-size-fits-all” offerings.

What is vertical marketing? Simply put vertical marketing is promotion targeted at specific industries. The benefits of vertical marketing are immense. Vertical marketing can open new doors and touch niche markets, where there maybe little competition.

Usually, when somebody refers to vertical marketing, they are referring to tageting a specific demographic. Like, in Baron's Marketing, the hypothetical company designs and markets a software specifically to architects. (I believe - haven't read it in a while.)

HP does a lot of broad market marketing. But they are also doing an aggressive vertical marketing campaign right now with a computer designed specifically for Photographers. It has media card slots for every major memory stick on the market, along with advanced photo-editing software. That is vertical marketing.

[bcombs]

John explains vertical versus horizontal quite well, but I'd like to add that it's also a matter of degrees. Product "A" might be horizontal, while Product "C" is vertical. Product "B", however, could be more vertical than "A" and more horizontal than "B".




Brian