Topic 2:
1.What is Customer Lifetime Value?
2.Describe a situation where a company should focus on CLV to cultivate their customer relationships.
3.Describe a situation where CLV and customer retention will not be important.
4.Define and describe Database Marketing and CRM. What are the pros and cons of Database Marketing and CRM? Provide an example in which each approach is used effectively.
Topic 3: “Why Customers Matter” by Prof. Earl Sasser
Updated
WWriter please read the attached document by Professor W. Earl Sasser on “Why Customers Matter.” And answer following questions:
1.Discuss the main takeaways from Sasser’s lecture on Customer care.
2. Sasser divides customers into 4 broad categories – Hostages, Apostles, Defectors, and Mercenaries. As a customer, discuss (at least) four services/ products where you are a likely Hostage/Apostle/Defectors/Mercenary.
Topic 4:
