Moran Dry Cleaners operates in a medium-sized community. Its customers all live within a 20-mile radius of the cleaners. Moran provides its regular customers with several alternative pickup and delivery schedules rather than a single weekly pickup and delivery. It will pickup clothes in the morning and deliver them back clean in the afternoon if that is what a customer needs. Moran has found the increase in its total number of customers because of this service more than pays its additional operation expenses. This pickup and delivery system is an example of:
A) Mass customization
B) Mass marketing
C) Niche marketing
D) Focused marketing
E) Transactional marketing

Question

Quizplus · Accepted Answer

Mass customization is a marketing strategy that involves producing goods or services that are tailored to the specific needs of individual customers. Moran Dry Cleaners' pickup and delivery system is an example of mass customization because it allows customers to choose the pickup and delivery schedule that best meets their needs.

Moran Dry Cleaners Operates in a Medium-Sized Community