There is a new generation of competitors that has entered the market and is posing a big threat to larger companies. These companies tend to operate more in a specific niche, which makes them appear “closer to the customer”. These companies focus on selling to a smaller market. This can help reduce costs because specialization creates savings. These smaller companies can focus on building a strong image and position in their niche. Niche marketing also addresses the more specific needs of customers. Customers today have more choices to get the “exact” product they want. Solomon's text refers to a topic that can help illustrate the benefits of niche marketing. On page 457 Solomon refers to social stratification. Social stratification refers to the creation of artificial divisions in a society: “those processes in a social system through which scarce and valuable resources are distributed unequally to status positions that become more or less permanently ranked in terms of resource share precious things that everyone receives.