Horizon Inc., an automobile designer and developer, conducted a survey to understand customer requirements. With the help of the survey data, the company has manufactured cars that suit the needs of its customers. Its newly designed cars are integrated with an advanced technology that lets customers choose the color of the interiors. The company has also designed touchscreens to control the navigation and temperature in the cars. Which of the following concepts has Horizon Inc. employed?
A) Green marketing
B) Place marketing
C) Mass customization
D) Form utility

Question

Quizplus · Accepted Answer

Horizon Inc. has employed mass customization, which involves tailoring products to meet the individual needs and preferences of customers, such as allowing them to choose the color of the interiors and providing customizable touchscreens.