With the mass customization approach, a firm
A) tailors the principles of mass production to meet the unique needs of individual customers in its target market
B) tries to justify high prices by customizing its offering for everyone in a mass market
C) gives up segmenting to go after the mass market
D) all of the above
E) none of the above

Question

Quizplus · Accepted Answer

Mass customization involves tailoring the principles of mass production to meet the unique needs of individual customers, rather than treating all customers as part of a homogenous mass market. Therefore, option A is the correct answer. Option B is not true because mass customization does not necessarily involve justifying high prices for everyone. Option C is not true as mass customization involves targeting specific segments with unique needs rather than abandoning segmentation.

With the Mass Customization Approach, a Firm