Market-Based Management 6th Edition by Roger Best

تمرين 11

The four interactive marketing performance tools and application exercises outlined here will add to your understanding of the ways customer performance affects profitability. To access them, go to www.MBMBEST.com. You can determine the answers to the questions listed for each marketing performance tool by entering data included in the questions. You can also enter other data to see the results, and you can save your work. Each marketing performance tool is based on the Chapter 1 figure referenced in parentheses.
Customer Loyalty and Profitability (Figure 1-17)
A. How would the average customer profitability change with 25 percent loyal and 25 percent repeat customers?
B. How would the average customer profit change with the following customer loyalty: 30 percent loyal, 35 percent repeat, 5 percent captive, 20 percent new, and 10 percent unprofitable?