MASS CUSTOMIZATION AND ONE-ON-ONE MARKETING essays

MASS CUSTOMIZATION AND ONE-ON-ONE MARKETING essays The Internet supports mass customization and one-on-one marketing as Mass customization - The capacity of the Internet is found in the use of information technology (IT), data storage and data processing instead of the traditional approach of relying on physical location and employees. Both products and services can be customized to meet specific individual needs at leves that could not be accomplished without these benefits of IT. Dell sells computers by allowing customers to select components according to individual needs. Instead of simply accepting what the manufacturer includes in the package, Dell's approach allows consumers to select their own components, and Dell builds-to-suit. The use of technology allows this mass customization to be offered in a cost-effective manner. Many other mass customization services exist on the Internet, such as news services, home-page customization and floral purchases, by allowing consumers to select options that meet personals preferences. One-on-one marketing - The Internet facilitates direct marketing because personal data can be collected and stored from both existing and potential consumers. Data collection is achieved through simple data-gathering methods such as when consumers place orders, visit websites, enter contests or request information. Key demographic information (name, address, sex, age, education, income) and other relevant data (interests, intents, willingness to receive additional information) is collected and stored. This data can be retrieved and used to tailor marketing campaigns to persons found within the database by sorting relevant fields to match targeted consumer profiles. The data to support this type of targeted marketing is ...