Which concept is described as interacting one-to-one with masses of customers to tailor products and marketing programs to individual needs?

• A. Mass Communication
• B. Networking
• C. Communication
• D. Product Position

Answer: (A)

The idea described is mass customization. It means delivering products and marketing efforts that feel personalized to each customer, even while serving many customers at once. This uses data and technology to understand individual needs and tailor features, messages, or services accordingly, so the experience isn’t a one-size-fits-all broadcast but a customized approach at scale.

This differs from mass communication, which is about sending the same message to a large audience without individual tailoring. The other options don’t fit the concept either: networking is about building relationships, general communication is just the act of exchanging information, and product position is about how the product is perceived relative to competitors, not about tailoring offerings to individuals.