Niche Marketing

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Niche Marketing is the focusing of all marketing efforts on a small, specific, and well defined population demographic.  Niches do not ‘exist’ but are ‘created’ by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms, and developing and delivering goods or services to satisfy them.  As a strategy, niche marketing is aimed at being a big fish in a small pond instead of being a small fish in a big pond.  Niche marketing has also been called micromarketing.