Hector's Tacos is a small food stand on campus. Hector recently has lost a fair number of customers to another food stand that sells similar, but cheaper tacos. Hector is concerned because he was about to launch a line of unique, fresh tacos$-$ones his clientele has been asking for$-$that would cost a bit more. Of the following, what is the best advice for Hector?

Hector should lower his prices on his current taco offerings. Then he should add fresh taco selections at his current prices. He might lose money at first, but his customers will consider these moves value propositions, which will maximize satisfaction in the long run.

Hector should define his target market and then provide better tacos than his competitors. His target market will perceive value, thus paying a higher price for Hector's tacos and returning for more.

Hector should remember that customers will be driven by their wants, needs, and demand for the product. If they want fresh ingredients, they will pay any price to get them.

Hector should act like a na$$ve scientist.. He should test his ideas for new tacos and study the outcomes. With this information, Hector can create a marketing plan and set his prices.