Mass customization





Mass customization, in marketing, is the use of flexible computer aided
manufacturing systems to customized the outputs of low unit cost, high
output, production processes. It is claimed that these systems combine the
low unit costs of mass production processes, with the flexibility of
individual customization.

There are four types of mass customization:

   * Collaborative customization - firms talk to customers one-on-one to
     determine the precise product offering that best serves the customers
     needs (see personalized marketing and personal marketing orientation) -
     this information is then used to specify and manufacture a product
   * Adaptive customization - firms produce a standardized product, but this
     product is customizable in the hands of the end-user - the customers
     alter the product themselves
   * Transparent customization - firms provide individual customers with
     unique products, without explicitly telling them that the products are
     customized - need to be able to accurately predict customer needs
   * Cosmetic customization - firms produce a standardized physical product,
     but market it to different customers in unique ways.