Question

Girls can log onto www.Barbie and design their own special Barbie doll. They can choose the doll's skin tone, hair color, clothes, accessories, and name. The doll is created to the new owner's specifications and mailed to her by Mattel. With this doll, Mattel is using:

Answer 1

Answer:

d) Mass Customization.

Explanation:

The options for this question are missing. The possible options are:

A) Market aggregation

B) Customer accumulation

C) Niche marketing

D) Mass customization

In marketing, the term Mass customization refers to a manufacturing technique that makes the consumer to be able to have the flexibility to personalize their products while making mass production products. In other words, it meets the consumers' needs but adds the fact that they are able to personalize their product feeling it has some uniqueness to it.

In this example, Girls can log onto the Barbie website and design their special Barbie doll, choosing her skin tone hair color, accessories and name. Since they are having the flexibility to personalize their products feeling their Barbie is unique. Mattel is using mass customization.