Errors creating rpm from cvs

[Jeff Melville]

I am trying to create a spec file for creating rpm files from cvs, here 
is a selected part:

%build
%configure
make depend
%make

%install
make install prefix=$RPM_BUILD_ROOT/%{_prefix}


some script that make install calls seems to ignore my prefix and tries 
to access the root filesystem, which obviously errors and closes because 
I am building the rpm as user.  Terminal output from the isolation of 
this section of rpm build is:

$ make install prefix=/home/jeff/rpm/tmp/build-root-wine/usr
cd `dirname include/__install__` && make install
make[1]: Entering directory `/home/jeff/rpm/BUILD/wine-20040128cvs/include'
../tools/mkinstalldirs -m 755 /usr/include/wine 
/usr/include/wine/windows /usr/include/wine/msvcrt 
/usr/include/wine/msvcrt/sys
mkdir -m 755 -p -- /usr/include/wine /usr/include/wine/windows 
/usr/include/wine/msvcrt /usr/include/wine/msvcrt/sys
mkdir: cannot create directory `/usr/include/wine': Permission denied
mkdir: cannot create directory `/usr/include/wine': Permission denied
mkdir: cannot create directory `/usr/include/wine': Permission denied
mkdir: cannot create directory `/usr/include/wine': Permission denied
make[1]: *** [install] Error 1
make[1]: Leaving directory `/home/jeff/rpm/BUILD/wine-20040128cvs/include'
make: *** [include/__install__] Error 2

What am I doing wrong?