Which of the following describes tailoring products and marketing programs to the needs of individual customers?

The concept of tailoring products and marketing programs to the needs of individual customers is best described by micromarketing. This approach focuses on personalizing marketing efforts to address the specific preferences, needs, and behaviors of individual consumers or narrowly defined segments. Micromarketing can involve customizing products and communications to create a unique experience for each customer, enhancing the relevance of offerings and often leading to stronger customer loyalty and satisfaction.

In contrast, local marketing refers to targeting specific geographical areas and communities, while concentrated marketing focuses on pursuing a single segment of the market with a tailored offering. Differentiated marketing involves targeting multiple segments with different marketing strategies for each, but it does not emphasize the individual customer level to the extent that micromarketing does. Therefore, micromarketing is the concept that aligns best with the notion of addressing individual customer needs.