Compare and contrast the concept of micromarketing with that of mass customisation

Micromarketing and mass customization are both strategies in the realm of marketing, but they differ in their focus and approach.

Get the full solved assignment PDF of MCO-06 of 2023-24 session now.

Micromarketing:

• Micromarketing involves tailoring marketing efforts to meet the specific needs and preferences of individual customers or small, niche segments.
• It emphasizes personalized communication and product offerings to create a more intimate connection with consumers.
• The goal is to address the unique characteristics and behaviors of each customer, often using data-driven insights.

Mass Customization:

• Mass customization aims to provide personalized products or services on a larger scale, efficiently catering to diverse customer preferences.
• It combines elements of mass production and customization, allowing customers to choose from predefined options to create a product that suits their individual tastes.
• The focus is on offering a variety of options within a standardized framework to meet the demands of a broader market.

In summary, while micromarketing targets individual customers or small segments with highly personalized approaches, mass customization seeks to efficiently provide personalized options on a larger scale, combining elements of both mass production and customization.