Discussion
Nike lets consumers customize atheletic shoes for $ 10 more. A shoper with two different size feet can even get a non-matching pair. This would be example of which of following ?
Answer: B
This is an example of mass customization.
Mass customization is the ability to prepare individually designed products on a mass basis, at little extra cost. Kotler uses exactly this example: Nike (through NIKEiD) lets buyers design their own shoes, choosing colours and features, and even order different sizes for each foot, for a small premium.
Mass marketing offers one standard product to everyone, and niche marketing targets a narrow segment with a standard offer. Individualization (one-to-one marketing) is close, but the term for doing it at mass-production scale and cost is mass customization.
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