利基营销：利基营销被定义为一种营销策略，旨在吸引市场上数量适中的买家。这种类型的营销包括针对特定市场的策略，这意味着营销人员知道他的产品必须针对的群体。利基这个词可以定义为对产品或服务的特殊需求领域。例如，Wholefoods 是一家专门针对有机食品客户的食品商店。所以很明显，他们想要针对想要有机食品的顾客。这种类型的目标消费者的特定部分。
大众营销：大众营销被定义为一种营销策略，其中公司试图为其服务吸引大量受众。他们在营销产品时不会限制自己，而是专注于捕获整个客户群。此类营销背后的主要目标是为他们的需求找到最大数量的潜在客户。例如，可口可乐是一个支持大众营销的品牌，营销的目标是俘获大量用户。无论营销因素如何，所有消费者都是这种营销的目标。
下表列出了利基营销和大众营销之间的差异：
| Based on | Niche Marketing | Mass Marketing |
|---|---|---|
| Defination | A marketing strategy that targets a specific market. | A marketing strategy that targets whole market. |
| Objective | Develop the value proportion | Increase the value share with customers |
| Consumer Type | Homogeneous Buyers, who are intended to buy the products for a long time | Heterogeneous Buyers, who keeps on changing. |
| Marketing Type | Intensive marketing by Internet and magazines | Extensive marketing by Television media |
| Advertising by | They use easy medium such as attractive websites, informative and relevant content and through emails | They use heavy medium by spending a huge amount such as TV and media advertising. |
| Product variety | There is usually a single product with a specific group. | There is a group of different products which groups in society |
| Competition | It is relatively low as company has a value for its product | High because there are several other competitors |