Niche Marketing in indistrial markets: Sample of Dema Group Company

This study intent to determine the Niche Marketing affects on industrial products and industrial markets, which gives an important competitive advantages to small and middle scale enterprises. With this intend first industrial markets knowledge has been given, later Niche Marketing conception and importance on industrial markets and the effects on operation designated.At the first section industrial markets and industrial receiver behavior and some important related narrows and their wide meanings has been defined. In all these concepts especially definition of industrial markets, industrial receiver behavior and industrial relationships are analyses with several directions.At second section; Development of Niche market, definition, comparing with other marketing understandings including Niche management, basic steps of application, focusing on market and consumers, creating databases, market sectioning and defining Niche market, marketing strategy and differentiations of the market, Niche marketing process testing and competition on Niche market are other subjects in this section.Last section tells us and analyses footwear and safety shoes industrial material manufacturer and marketing company DEMA GROUP`s prospect to importance of Niche marketing and Niche Marketing application. Last section is also a model company case study which becomes together with the interviews done, results of the observations knowledge.In case study theory applies discrepancies and similarities comparison has been done. This diagnosis which is done, light the theory observations has been done at previous sections and put an additional meaning with interpreted meaning has been earned.