Question

Moran Dry Cleaners operates in a medium-sized community. Its customers all live within a 20-mile radius of the cleaners. Moran provides its regular customers with several alternative pickup and delivery schedules rather than a single weekly pickup and delivery. It will pickup clothes in the morning and deliver them back clean in the afternoon if that is what a customer needs. Moran has found the increase in its total number of customers because of this service more than pays its additional operation expenses. This pickup and delivery system is an example of:

A. Mass customization
B. Mass marketing
C. Niche marketing
D. Focused marketing
E. Transactional marketing

Answer 1

Moran Dry Cleaners's system of customized pickup and delivery schedules is an example of mass customization, as it tailors services to the individual preferences of its customers, which is different from other marketing strategies like mass marketing, niche marketing, focused marketing, and transactional marketing.

Step-by-step explanation:

Moran Dry Cleaners offering several alternative pickup and delivery schedules to its customers is an example of mass customization. This is because they are providing a service tailored to the individual needs of each customer, rather than offering a standardized service to all. By providing morning pickups and afternoon deliveries as requested, Moran Dry Cleaners is able to cater to the unique demands of their customers, which in turn increases customer satisfaction and loyalty. Mass customization distinguishes itself by offering personalized services at a level of operational efficiency close to that of mass production, which is precisely what Moran Dry Cleaners is achieving with their pickup and delivery system.

In contrast to the other options, mass marketing would imply targeting a broad customer base with a one-size-fits-all approach, niche marketing would involve focusing on a specific segment of the market with specific needs, focused marketing is similar to niche marketing but with even more concentrated efforts on a particular market segment, and transactional marketing focuses on single, short-term sales rather than building long-term customer relationships. Moran Dry Cleaners's strategy is consistent with the principles of mass customization rather than these other marketing strategies.The pickup and delivery system described in the question is an example of niche marketing. Niche marketing refers to targeting a specific segment of the market with unique product offerings or services that cater to their specific needs or preferences. In this case, Moran Dry Cleaners is customizing its pickup and delivery schedules to meet the individual needs of its regular customers within a 20-mile radius.