After Years of Using a Mass Marketing Strategy, Precision Print

After years of using a mass marketing strategy, Precision Print Shop has responded to new competition from larger companies by focusing on small market segments that have been ignored by these competitors. Precision believes that by offering these market segments personalized customer service it can attract a loyal group of customers willing to pay premium prices. What is Precision's strategy known as?

A) environmental scanning
B) niche marketing
C) micro-marketing
D) respondent change