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Standardization and customization are polar opposites of each other. standardization means "one size fits all." It refers to the tailoring of a marketing program or campaign in such a way that there are enough elements to appease everybody. The target audience is vast. Standardization helps keep the costs low of reaching out to many people. It is employed typically in situations where the product in question is for mass consumption. These products are typically low volume products that makes it economically unfeasible for customization.
Customization on the other hand refers to the tailoring of the campaign according to the needs of an individual or groups of individuals. These are high margin products where the volumes are low and the buyers are few. E.g. If an expensive luxury yacht was on sale then the company selling it could go to the extent of tailoring the marketing efforts according to the needs of specific buyers.
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Discuss the shift from mass marketing to mass customization?
Philip Kotler, (1989) "From mass marketing to mass customization", Strategy & Leadership, Vol. 17 Iss: 5, pp.10 - 47
How does mass customization support a business units competitive strategy?
Mass customization is an operations functional strategy. According to the text, mass customization requires flexibility and quick responsiveness. Appropriate for an ever-changing environment, mass customization requires that people, processes, units, and technology reconfigure themselves to give customers exactly what they want, when they want it. The result is low-cost, high quality, customized goods and services. Mass customization is one way to support a differentiation strategy in a hypercompetitive market in which customers are demanding a highly differentiated product at a reasonable price. The customer is primarily interested in purchasing a product designed to its own specifications and delivered where and when it needs them. Even though price may be secondary to specific product characteristics, it cannot be significantly higher than the price for a mass produced good.
Difference between mass production and flow production?
Mass production for companies: such as chipsets, lcd panels, spare parts Flow production for end users: such as mobile phones, tv's.
Difference between mass market and niche market?
Mass market is when business targets general consumers (the majority) in the market with general needs. Niche market is when business targets a small group of consumers with specific needs in the market.
What is a major distinction between the production era and the sales era in the history or marketing?
The production era was a time of mass production of products for sale. The sales era was the buying of products. The difference between the two was the economics of each era.
Discuss the shift from mass marketing to mass customization?
Philip Kotler, (1989) "From mass marketing to mass customization", Strategy & Leadership, Vol. 17 Iss: 5, pp.10 - 47
What is the difference between mass and capacity?
I do not know the answer.The difference between mass and capacity is that capacity is how much something can hold and mass is the weight of an object.
What is a major significant difference between the sun and Jupiter?
The difference in mass
What are the difference between economics and mass comm?
games and technollogy
Whats the difference between muscle mass and muscle hypertrophy?
The difference between muscle mass and muscle hypertrophy is that muscle hypertrophy is the increase in size of skeletal muscle while muscle mass is the weight of your body muscle.
What is the difference between atomic mass and atomic mass unit?
The atomic mass unit is used to express the measure of the atomic mass.
math question: workout the difference between the masses of jupiter and saturn. give your answer in standard form?
The difference between the masses of Jupiter and Saturn Solution : Step 1 of 2 : Write down the mass of Jupiter The mass of Jupiter Step 2 of 2 : Write down the mass of Saturn The mass of Saturn Step 3 of 3 : Find the difference The difference between the masses of Jupiter and Saturn
What is the difference of mass between an ostrich and dromornis stirtoni?
mass is a measureing unit and the others are birds
What is the mass defect?
If you add the exact mass of the protons, neutrons, and electrons in an atom you do not get the exact atomic mass of the isotope. The diference is called the mass defect. The difference between the mass of the atomic nucleus and the sum of the masses of the particles within the nucleus is known as the mass defect.
What term describes the tiny difference in mass between the products and reactants of a nuclear change?
The term that describes the tiny difference in mass between the products and reactants of a nuclear change is "mass defect." This difference in mass is converted into energy according to Einstein's famous equation E=mc^2, which explains the principle behind nuclear reactions.
What is the difference between inertia and mass?
Mass refers to the amount of matter in an object, while inertia is the resistance of an object to changes in its state of motion. Inertia depends on mass - the more mass an object has, the greater its inertia.
How is the mass defect determined?
The mass of a nucleus is subtracted from the sum of the masses of its individual components.
