By: Terra L. Fletcher, owner Fletcher Freelance
After World War II the marketing concept was developed to provide decision makers with planning and development strategies for the right product, price, place, and promotion (the four P’s). Consumer orientation was born. Rather than focusing on what engineers and designers thought consumers would want, companies began to focus on the needs, wants, and problems of market segments. Over the decades the marketing concept was further splintered into smaller consumer orientations or niche markets.
Consumer Orientation
Prior to World War II, products were made under production-oriented concepts. The idea to plan based on satisfying consumers came to light after WWII.
The rapidly expanding population was demanding goods not available during the Great Depression. During wartime consumer demand was suppressed and wartime material was produced. Consumers were hungry for everything they lacked during the war. Technology and capacity increased during wartime. Postwar production exceeded demand, which lead to competition not seen before. This in turn, led to product diversification.
Market Segmentation
As time passed consumers needs became more sophisticated and products more diverse. In the 1970s market segmentation aimed a variety of products to different groups of buyers, based on a demographic commonality. Products were sold based on age, income, and ethnicity.
In many cases firms targeted each market segment with its own brand. Companies differentiated products and brand competition increased. It became more of a risk to introduce a new product. Channels of distribution and pressures to meet the needs of each segment lead to reevaluation of current marketing philosophy. Direct marketing became more common as companies realized the only way to compete was to target narrower markets.
Niche Marketing
Niche marketing began in the 1980s, but became more evident in the 1990s. Niche marketers offer a narrow range of products, but usually with a deep selection. Some compete on quality others on price. Quality and range are generally higher than mass merchandisers. Store environment is a cut above.
As niche marketers become more successful they often broaden their product line. This cannot be done successfully until they hold a strong place in the minds of consumers as the right choice for niche goods. As consumes have increasing access to information, they are shopping with knowledge of what they want. Consumer needs continue to become more sophisticated.
The 1950s and 1960s gave control to the customer as consumer orientation became the new way to run a business. The 60s and 70s gave us more specialized products as market segmentation tried to meet consumer needs. In the 80s and 90s niche marketing gave us deep selection in narrow ranges of products. Today’s consumer looks for a niche business with a strong differentiation strategy. They have the choice to purchase from whomever meets their needs best. Thanks to ease of travel and the internet global competition is becoming increasingly fierce.
For help with marketing to your niche call Fletcher Freelance (715) 584-6773 or email terra@fletcherfreelance.com today.
Terra L. Fletcher is a freelance writer, marketing consultant, and owner of Fletcher Freelance. She knows how to move an audience to action. Fletcher brings new sales and marketing techniques to improve your conversion rates. She specializes in business writing, SEO website content, and internet marketing. Fletcher also does articles, blogs, newsletters, and editing. Fletcher’s offers an on-time guarantee and a no-typo guarantee. Your first consultation is FREE at 
