Which of the following statements about mass customization is true?
A) Mass customization means that a firm is targeting the mass market but that it tries to customize the design of a product so it is different from what a competitor offers.
B) Mass customization requires a firm to give up segmentation thinking to pursue larger, more heterogeneous markets.
C) The mass-customization approach applies only to services, and they often must be custom produced anyway.
D) ChemStation's industrial detergents, which a business customer can order to fit any special cleaning need, is a good example of mass customization.
E) None of these is true.

Question

Quizplus · Accepted Answer

Option D is true as it gives an example of mass customization - ChemStation's industrial detergents, which can be customized to fit any special cleaning need of a business customer. Option A is not entirely true as it suggests that the firm is targeting the mass market, whereas mass customization usually involves targeting a niche market. Option B is incorrect as mass customization involves breaking down larger markets into smaller, more homogeneous segments. Option C is also incorrect as mass customization can apply to both goods and services.

Which of the Following Statements About Mass Customization Is True