Market-Based Management 6th Edition by Roger Best

تمرين 1

The five interactive marketing performance tools and application exercises outlined here will strengthen your understanding of segmentation strategies and customer relationship marketing. To access the tools, go to www.MBM-BEST.com. For many of the questions, you can determine the answers by entering data included in the questions. You may also enter other data to see the results, and you can save your work. Each application exercise is based on the Chapter 5 figure in parentheses.
Customer Relationship Marketing
A. Using the data provided, estimate how customer profitability and lifetime value change for the mass-personalization program if the customer retention dropped from 67 to 60 percent.
B. At what percent margin would the mass-customization program no longer produce a positive customer profit?