The Customerization Successful Requirements and their Contributions to the Marketing Mix


AbstractTwo dimensions interacted to form the theoretical and empirical framework for this search; they are the customerization successful requirements, which are considered an approach whatever the organizations adopt in order to meet the customers' individual needs, making the organization enjoys a competitive advantage that makes it distinguishable from other organizations. The marketing mix is also to employ its elements in order to serve one customer and producing products in accordance with the individual specifications of the customer. The private organizations of furniture manufacturing in Mosul City were the field of the empirical study. Therefore, the research aimed to identify the contributions of the customerization successful requirements to the marketing mix. In order to conduct this research, thirty five questionnaires were distributed to the private organizations of furniture manufacturing. The research reached a set of conclusions, the researchers, on this basis, submitted the relevant suggestions.