Horizon Inc., an automaker, builds cars and lets customers choose the color of the interiors. The company has also designed touchscreens to control the entertainment, navigation, and climate in the vehicle, instead of knobs or buttons. Which of the following concepts is being illustrated in this scenario?
A) Green marketing
B) Idea marketing
C) Mass customization
D) Form utility

Question

Quizplus · Accepted Answer

The scenario illustrates the concept of mass customization, in which an automaker like Horizon Inc. provides customers with the ability to choose the color of the interiors and offers touchscreens as a means of control. Mass customization involves offering tailor-made solutions to meet the unique needs of individual customers.