Sales have boomed at the takeout café you opened next to a train station and bus stop. You've sold coffee and breakfast pastries from 5:30-10:00 AM, promoting your products to commuters through street signs and posters on bus shelters. Now you hope to expand your business into the afternoon hours, adding sandwiches that would appeal to workers from nearby offices and snacks popular with students from a local college. You plan to buy ads in the local newspaper and place flyers in the student center.
From a targeting strategy perspective, which of the following statements is(are) correct?
a. You plan to shift from a concentrated targeting strategy to a differentiated targeting strategy.
b. You plan to shift from an undifferentiated targeting strategy to a concentrated targeting strategy.
c. You started with a concentrated targeting strategy using a single marketing mix.
d. You started with a differentiated targeting strategy using a single marketing mix.
e. You started the business without a targeting strategy.