The word niche is originated from French, meaning the cracks on the big rocks. In rock climbing, people climbed up the rocky mountains and cliffs, utilizing these cracks inching upwards. Without these niches, it is impossible for the climbers going up those steep rocky cliffs. The word niche is nowadays used in the marketing arena. It means a small subset of the prominent market that is unique and small but with many potentials. The market niche defines the product features to satisfy specific market needs, price range, product quality, and demographics. It is highly specialized, aiming to survive among the competition from the big boys.
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