Starbucks' executives explained that the company is more than just a coffee company - that it sells premium quality coffee, as well as other hot and cold beverages, delicious breakfast and lunch items, pastries and portable snacks all in a relaxed coffee shop environment that is friendly and inviting. The executives are communicating Starbucks' __________.

A.segmentation statement

B.repositioning

C. a positioning map

D. niche marketing

E. product positioning