Which of the following statements about mass customization is true?
A) Anderson's windows, which an architect can order in just about any combination of size, 3 Hardware, and style, is a good example of mass customization for business markets.
B) Mass customization avoids the need for working capital.
C) Mass customization requires a firm to give up segmentation thinking to pursue larger, more heterogeneous markets.
D) The mass-customization approach applies only to services, and they often must be custom produced anyway.
E) Mass customization reduces production costs but it's less likely to meet a customer's needs.

Question

Quizplus · Accepted Answer

Anderson's windows are a good example of mass customization for business markets as they can be ordered in various combinations of size, hardware, and style to meet the specific needs of the architect or the customer. Option B is incorrect as mass customization may require additional working capital to accommodate for customization. Option C is incorrect as mass customization requires a firm to shift from a homogeneous market to a more heterogeneous one. Option D is incorrect as mass customization can be applied to both products and services. Option E is incorrect as the whole purpose of mass customization is to meet the specific needs of the customer, therefore it is more likely to meet their needs.

Which of the Following Statements About Mass Customization Is True