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Cultivating Niche Markets: Finding and Using One’s Niche

Cultivating Niche Markets: Finding and Using One’s Niche. Kelly Bean Laurie Dowling Sandra Sanchez Pierre. Is It A Niche World?. There are 531 cable channels in the United States.

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Cultivating Niche Markets: Finding and Using One’s Niche

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  1. Cultivating Niche Markets: Finding and Using One’s Niche Kelly Bean Laurie Dowling Sandra Sanchez Pierre

  2. Is It A Niche World? • There are 531 cable channels in the United States. • Magazines available today include “Beyond Magazine,” “Xbox Magazine,” “Skeptical Inquirer,” and “Progressive Farmer,” in addition to more traditional titles. • I can design my own jeans at Land’s End!

  3. Finding the Niche(How we found one of ours) • UCLA Leadership Suite • African American Leadership Institute • Latino Leadership Institute • Leadership Institute for Managers with Disabilities • Lesbian, Gay, Bisexual, and Transgender Leadership Institute • Women’s Leadership Institute • Faculty research base • Growth of product extensions

  4. What are other niche examples? • Harvard - 48 years of agribusiness seminars • Stanford - business strategies for environmental sustainability (new) • SMU/Cox - suite of programs for energy/oil & gas

  5. How do we look for them? • Faculty research • Open enrollment customer trends • Regional/local industry clusters What else?

  6. Niche Exercise

  7. Now What? Making a Plan • Marketing • Audience reinforcement • Faculty encouragement and development • Collaboration • Product extensions

  8. What Else? Negotiating buy-in from staff, faculty, administration

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