→ Definition of customer value
→ what is personalisation and how it creates customer value ? → what is mass customisation and how it creates customer value ? → ethical and legal considerations
MK3034 Electronic Marketing – Assignment 1
“How can the Internet and related technologies assist organizations with creating customer value through personalization and mass customization?” What ethical and legal considerations need to be taken into account?” For some, mass customization and personalization through Internet represent the capacity of a web page to call a visitor by its name and to offer products or services adapted to its profile and defined by its terms. Personalisation generally, and specifically personalisation on Internet, is worthy of interest because companies dedicate more and more amounts of money to the customisation of their products and services, and considerable differences exist in individual answers to it. Consequently, companies emphasize the relational marketing, the customization and the marketing One-to-One (Peppers and Rogers, 1997) and insist on the growing importance of the personalization - in the heart of the relational marketing and One-to-One-as strategy that guaranteeing satisfaction, the keeping back and the loyalty of the customers. This is true in the world of the Internet as media of communication for the Electronic Marketing and the distribution channel for the e-commerce-as for the actual business environment. Before handling with the extent of personalization and mass customization in terms of ethical and legal considerations, an interrogation is imperative: why this enthusiasm for the personalisation and mass customisation? Is it really necessary to personalise the relation ‘companies-customers’?...