The increasing fragmentation of the mass market into hundreds of smaller markets is called:

The term describes the process where a once unified mass market begins to splinter into numerous smaller segments, each with distinct preferences, behaviors, and needs. Micromarketing reflects this trend by tailoring marketing efforts to meet the specific requirements of individual customers or very small groups, rather than targeting broad audiences. This approach recognizes that consumers are not a monolithic group, and it allows businesses to focus their strategies on specific niches that may be overlooked by traditional mass marketing practices.

In this context, it is important to understand that niche marketing—while similar—refers more specifically to addressing the needs of a smaller, defined segment within the broader market, rather than emphasizing customization for individual consumers. Macromarketing pertains more to the overall, big-picture perspective of marketing and its societal implications, while mass marketing is the traditional approach of appealing to the largest segment of the market with a general message. Thus, micromarketing is the most accurate label for the phenomenon of fragmentation into smaller markets.