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 niches11 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