Difference between niche & mass market

IB Business Management: Difference between niche & mass market

Businesses operating in niche markets supply highly specialised products to cater for a small and select target market. The target market is a clearly identifiable group of customers who have unique needs, tastes and preferences. It is usually a subset of a larger market. For example, the IB offers some niche subjects at Standard Level within the overall IB Diploma Programme. Examples of such subjects include:


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