Tradition Meets Technology: Can Mass Customization Succeed in China?
Kun SongAdvertising Research Foundation
Ann Marie FioreIowa State University
INTRODUCTION
The marketing process is concerned with determining the needs and wants of target markets and satisfying consumers more effectively and efficiently than competitors (Kotler, Armstrong, Saunders, and Wong, 1996). Market segmentation represents a rationale approach that adjusts product and marketing efforts to the requirements of separate market segments.
It is assumed that consumers within each segment have similar needs and wants and, therefore, can be treated with standard products and services. This approach has been challenged as the demands...