Market and e-commerce - mass-individualization

4 important questions on Market and e-commerce - mass-individualization

What is mass individualization?

Is the supply of a product or service made especially for a customer at the cost of a off-the-shelf product.

What is efficient consumer response (ECR)?

Whit ECR you put the true final customer at the centre of thoughts and actions of all companies involved in a particular verticle integration.

Fill in what has to stand in place of the numbers 1,2 and 3.

1. Mass-individualization
2. Made-to-measure
3. Mass-production
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Form which two trends can we explain the interest in mass-individualization?

1. Demand from the customer is becoming more and more heterogeneous and unpredictable
2. Consumers are less loyal to specific products, services and stores. They are becoming more prepared to try different things.

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