Niche Marketing A niche is a more narrowly defined customer group seeking a distinctive mix of benefits Marketers usually identify niches by dividing a segment into sub-segments Niche marketers presumably understand their customers' needs so well that the customers Willingly pay a premium Globalization has facilitated niche marketing The low cost of setting up shop on the Internet has led to many small business start-ups aimed at niches
11 Niche Marketing • A niche is a more narrowly defined customer group seeking a distinctive mix of benefits. Marketers usually identify niches by dividing a segment into sub-segments. • Niche marketers presumably understand their customers’ needs so well that the customers willingly pay a premium. • Globalization has facilitated niche marketing. • The low cost of setting up shop on the Internet has led to many small business start-ups aimed at niches
Local Marketing Target marketing is leading to marketing programs tailored to the needs and wants of local customer groups Local marketing reflects a growing trend called grassroots marketing Marketing activities concentrate on getting as close and personally relevant to individual customers as possible
12 Local Marketing • Target marketing is leading to marketing programs tailored to the needs and wants of local customer groups. • Local marketing reflects a growing trend called grassroots marketing. • Marketing activities concentrate on getting as close and personally relevant to individual customers as possible