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New technology is making it possible to configure and personalize a wide array of productsand services including computers, automobiles, clothing, golf clubs, cosmetics, mortgages,and vitamins. Consumers can log on to websites such as Mattel Inc.'s barbie.com anddesign their own Barbie pal doll or Fingerhut's myjewelry.com to design their own rings.Technological developments are also likely to make the mass customization of advertisingmore practical as well. Another major reason why marketers are emphasizing relationshipsis that it is often more cost-effective to retain customers than to acquire new ones.