Mass markets are large proportions of the population that have similar needs and wants. Therefore a more generic product can meet the needs of more people. An example of a product that is targeted at the mass market is Coca Cola.

Niche Markets are smaller segments of the population that share similar needs and wants. Products with specific features are targeted at these customers and sales are lower than in mass markets. An example of a product that is targeted at a niche market is Dalmore whiskey which retails at $60,000 a bottle.

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