After years of using a mass marketing strategy,Digital Print Shops has responded to new competition from national chain stores by focusing on small market segments that have been ignored by their larger competitors.Digital believes that by offering these market segments personalized customer services it can attract a loyal group of customers willing to pay premium prices.Digital's strategy to improve profits is known as:

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Digital Print Shops is focusing on small market segments, which is the essence of niche marketing. This strategy involves catering to the specific needs of a narrow customer segment that is often overlooked by larger competitors. By offering personalized services, Digital is hoping to create a loyal customer base that is willing to pay premium prices, which can help improve its profits. Respondent change, micro marketing, and environmental scanning are not relevant to the description of Digital's strategy.

After Years of Using a Mass Marketing Strategy,Digital Print Shops