Henri wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft chairs to create a "look and feel" that will get customers to relax and return. Henri is focusing on which aspect of the marketing mix?
A. promotional discounts.
B. mass media gimmicks
C. situational displays
D.atmospherics
E. category killers

Atmospherics is the name given, in the field of marketing, to the term that refers to the strategy of designing commercial spaces with the purpose of creating attention, communication and affect to the customer. In addition, this concept was created by Philip Kotler in 1973, who believed that the buyers respond to the total product which includes the services, the financing, the packaging, the advertising and more than just the tangible product. Therefore that when Henri wants his customers to feel at home by creating a space that suits with their normal expectations of a smoking place, then he is trying to create attention, communication and affect through the concept of atmospherics.