Word to the Wise – Niche Market

A niche (NITCH or NEESH) – from the French for “to make a nest” – is an ornamental recess in a wall. The word is also used to refer to an activity that is specially suited to a person’s interests, abilities, or nature. (“When he discovered that he had a natural talent for teaching, he found his niche.”)

In marketing, a niche market is a narrow, well-defined segment of a larger market. Niche marketers identify a specific group of potential customers and focus on providing products and/or services to meet their needs.

Example (as used by Clayton Makepeace today): “There are hundreds, maybe thousands, of successful companies in every niche market you can name.”

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