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Market fragmentation. Fragmentation in a technology market happens when a market is composed of multiple highly-incompatible technologies or technology stacks, forcing prospective buyers of a single product to commit to an entire product ecosystem, rather than maintaining free choice of complementary products and services.
Market segmentation is the process of dividing mass markets into groups with similar needs and wants. [2] The rationale for market segmentation is that in order to achieve competitive advantage and superior performance, firms should: "(1) identify segments of industry demand, (2) target specific segments of demand, and (3) develop specific 'marketing mixes' for each targeted market segment ...
Audience fragmentation describes the extent to which audiences are distributed across media offerings. Traditional outlets, such as broadcast networks, have long feared that technological and regulatory changes would increase competition and erode their audiences. Social scientists have been concerned about the loss of a common cultural forum ...
New trade theory (NTT) is a collection of economic models in international trade theory which focuses on the role of increasing returns to scale and network effects, which were originally developed in the late 1970s and early 1980s. The main motivation for the development of NTT was that, contrary to what traditional trade models (or "old trade ...
Niche construction is the ecological process by which an organism alters its own (or another species') local environment. These alterations can be a physical change to the organism’s environment, or it can encompass the active movement of an organism from one habitat to another where it then experiences different environmental pressures.
Joseph Turow is the Robert Lewis Shayon Professor of Communication at the Annenberg School for Communication at the University of Pennsylvania. [1] His research specialises in marketing, new media and privacy. A 2005 New York Times Magazine article referred to him as “probably the reigning academic expert on media fragmentation." [2]
Micromarketing is a marketing strategy in which marketing and/or advertising efforts are focused on a small group of tightly targeted consumers. For example, markets can be grouped into narrow clusters based on commitment to a product class or readiness to purchase a given brand. The approach requires a company to define very narrow market ...
A niche market [note 1] is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that it is intended to target. It is also a small market segment. Sometimes, a product or service ...