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Difference Between Vertical and Horizontal Market
Answer by Rick Wemmers, BOL Guru
Guru Bios

Question: Can you please explain the difference between a vertical market and a horizontal market?

Answer: A vertical market at a bank might be Senior Citizens. The bank would build a group of services specifically of interest to this population segment and market it to them. A vertical product might be a debit card for teens which has a cash limit.

A horizontal marketing effort is broad and general. For example a checking account. It is good for most anyone. A bank's market positioning might be horizontal, offering to be the best at all financial services. This is of course hard to manage.

Hope this helps. If not call me at 800-873-2006

First published on BankersOnline.com 01/19/04







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