In calculating the lifetime value, the cost of acquiring a customer is determined by dividing the total marketing and advertising costs by the firm's total number of customers.
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Q2: The marketing database contains the transactions individuals
Q3: Geocoding allows for combining demographic information, geographic
Q4: While it is important for a database
Q5: Paula Ramirez noted that word-of-mouth communications were
Q8: Successful database marketing emphasizes two things: identifying
Q9: Lifetime value can be calculated in two
Q10: While database marketing can be used for
Q11: The Internet and e-mail provide excellent, cost-effective
Q30: Successful database marketing requires a quality data
Q32: Retaining current customers is more expensive than
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