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Berry 1983
mass customization
CRM : customer relationship management
11
12
VS
VS
VS
VS
VS
VS
13
RM
CRM
market share
wallet share
CRM
1.
2.
3.
CRM
2
3
40
1.8
40
65
10
e
CRM
7 1
8 7 1
6 7 1
4
4
8 4 4
0 4 4
CRM
partner
member
advocate
client
repeatcustomer
first-timecustomer
prospect
suspect
suspect
prospect
Lexus
first-time customer
Pizza Hot
repeat customer
client
advocate
member
partner
1.
2.
3.
1.
2.
3.
KMV : Key mediating variable
+
+
+
+
+
+
+
+ -
70
7
ING Direct
ING Direct
2%
ING Direct
80/20
CRM
80/20
80/20
80%
20%
20%
20%
A
(
)
B
C
(
80/20
.
.
(W. Reinartz) (V. Kumar)
(Butterfly)
(True friend)
(Stranger)
(Barnacle)
financial bonds
social bonds
structural bonds
B2B
B2C
1.
2. /
Dell
3.
IBM
DELL
economies of scope
CPU
DELL
T-shirt
T-shirt
Nike
Berry 1995
CRM
80/20
1991
--
CRM
CRM
CRM
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098765432
CRM
CRM
GG0204
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