Which of the following statements about mass customization is true?
A. Mass customization requires a firm to give up segmentation thinking to pursue larger, more heterogeneous markets.
B. The mass-customization approach applies only to services, and these often must be custom produced anyway.
C. Mass customization means that a firm is targeting the mass market but tries to customize the design of a product so that it is different from what a competitor offers.
D. ChemStation's industrial detergents, which a business customer can order to fit any special cleaning need, is a good example of mass customization.
E. None of these statements is true.
Answer: D
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