Mass Customization

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Description of Mass Customization. Explanation.

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Definition Mass Customization. Description.


Mass Customization is manufacturing in volume, but at the same time giving each individual customer something different according to his or her unique needs. Typically this is achieved by allowing customers to make choices out of predefined building blocks, options and components.


The internet and product configuration software often play a key role in making it possible to make products of a wide variety at a unit cost that could once be achieved only through mass production of a standardized output.


Mass customization is much cheaper than true individual production but is a little more expensive than mass production. Besides this, It has a few other advantages:

  • Customer feels "King".

  • Positive effect on product and corporate image.

  • Customer choices provide valuable input for marketing research.

Compare to Mass Production: everybody receives the same thing regardless of individual needs.


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Compare also: One-to-one Marketing  |  Glocalization  |  Market Segmentation  |  E-Commerce  |  Undifferentiated Marketing

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