Viperteck created a tactical flashlight combined with a stun gun for personal use. Thus far they have been marketing the flashlight to the survival enthusiast market, but they wish to have a deeper presence in the women’s personal defense market. After conducting market research, the company decides to target another demographic. They aim their advertising campaign towards entrepreneur business women who is physically active and commuting after working late hours. The Viperteck team used which factors to determine their marketing mix?