The practice of tailoring products and marketing programs to suit the needs of specific individuals is called
A. niche marketing
B. mass marketing
C. segment marketing
D. micro-marketing
E. macro-marketing
Answer: (D) This question relates to different levels of segmentation. Mass marketing (B) is the lowest level that doesn't involve any segmentation at all, and micro-marketing is the highest level of segmentation where firms try to offer products and services to suit individual customers' needs (D). Niche marketing (A) caters to segments within segments of customers. Segment marketing (C) offers different products for different groups of customers (not at the individual level). Macro-marketing deals with marketing at the societal level and is clearly inappropriate in this situation.