A niche market is a group of potential customers who share common characteristics that make them receptive to a particular product or service.

Launching a product into a niche market is far cheaper than launching a mass-market product.

The trouble with niche markets that do not develop into mass markets is that they soon reach their maximum size. A niche, which can be so helpful in getting a product off the ground, can soon become a straitjacket.

The Internet has features that make it ideal for niche marketing. There are discussion groups on doll collecting, car racing, cycling in the Himalayas – almost anything. Cough syrups may cater to four types of cough.