Question

Example of company using horizontal and vertical marketing channel

Answer 1

Businesses that operate in a horizontal marketing system seek to appeal to a wide demographic that’s not really niche. For example, a reseller of general office furniture is probably not going to target (sell to) other companies that specialize in office furniture. Rather, they’re going to target businesses despite the industry – whether they’re accounting firms, travel agencies, insurance agencies, etc. In other words, they’re really going after anyone who needs office furniture.