Which of the following is true of mass customization?
a. It results in a lower cost to firms when compared to standardized services.
b. It results in giving each customer whatever he or she asks for.
c. It is useful only to service firms and not to manufacturing firms.
d. It is based on the tenet that the needs, wants, or desires of all customers are the same.
ANSWER: b
Mass customization is a strategy that uses technology to deliver customized services on a mass basis, which results in giving each customer whatever he or she asks for.
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