MARKETING DISCUSSION Consider the lifetime value of customers (CLV). Choose a business and show how you would go about developing a quantitative formulation that captures the concept. How would organizations change if they totally embraced the customer equity oncept and maximized CLV? Suggested Response A) CLV describes the net present value of the stream of future profits expected over the customers’ lifetime purchases. Each student’s example will differ but the main tenets of each report
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Who are my customers? Which customers are valuable? Which aren’t? There are many ways to determine a customer’s value. One of the most accepted from is using a metric called customer lifetime value (CLV). CLV estimates how much a profit customer will contribute over his/her “lifetime”. By comparing CLVs among customers (or more often‚ among customer segments)‚ we get a good idea of which customers are valuable and which are not. We are targeting women segment of different age groups between 18-38
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$750 2 2 32% 32% 1.2 1.3 Average Marketing expense per guest (system-wide) $130 $138.70 Average new guest acquisition (system wide) $150 $150 19‚169 24‚920 5750 11500 8% 8% 16.67% 21.70% Average gross Profit Guest $576 $624 CLV Calculation Without Corporate Brand strategy 2003 2004 Average daily Spend Number of days average guest per stay Average gross margin per room Average number of visits per year per guest Total number of repeat guests (s) of which: Total number of
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Internet Customer Acquisition at Bankinter Class Discussion Questions At the time that this case was written in early 2003‚ electronic banking or e-banking was something that was immediately familiar to all banking clients‚ regardless of age‚ socio-economic status or location. All banks have embraced the Internet‚ despite the dot.com implosion for the simple reason that e-banking costs are substantially less that the costs of servicing clients’ needs through other banking channels. The challenge
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Should You Fire Your PPC Agency? A Webinar by Rob Sieracki and Perry Marshall PPC (Pay-Per-Click) Advertising is one of the different verticals of internet marketing in which businesses and companies get maximum returns for their investment. In this webinar‚ companies that seek for adequate knowledge would be able to choose and hire the right PPC agency that could help them in running online marketing campaigns or find out if their PPC agency knows what they’re doing; if not‚ should they fire
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Problem Overview TODO: Finish up Hubspot is at a critical time in their evolution as a company. It appears that their options are sink or scale. There immediate problem is the acceleration of growth rate through the increase of market share and increase of profitability. Situation Appraisal Company Description TODO: Add and / or consolidate with appropriate sections. Core Competencies * Inbound marketing pioneer and thought leader. Competition HubSpot is used as a supplement or a
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European Management Journal (2013) 31‚ 1– 15 journal homepage: www.elsevier.com/locate/emj Successful customer value management: Key lessons and emerging trends Peter C. Verhoef a b a‚*‚1 ‚ Katherine N. Lemon b‚1 University of Groningen‚ Netherlands; BI Norwegian School of Management‚ Norway Boston College‚ USA; University of Groningen‚ Netherlands KEYWORDS Marketing; Relationship management; Trends; CRM; Customer networks; Social media Summary In the past decade‚ firms have
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text was very detailed and explained all the factors that I feel are necessary for profitability. 3 Explain the “customer lifetime value” concept. CLV (Customer Lifetime Value) is a prediction of all the value a business will derive from their entire relationship with a customer. Thinking about a specific firm‚ how could it use the concept of CLV to increase the overall profitability of its customer base? Specifically the firm I work ApplExec Tax Consulting is the firm I chose. I believe the value
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months in a year‚ times the product of each component given in Exhibit 9 for each category of customer. Unsatisfied Satisfied Highly Satisfied Expected Lifetime Future Revenue $ 199.74 $ 921.78 $ 3‚169.67 To derive the CLV it is necessary to determine the profits. This requires taking costs against the expected future revenues. The expected costs are typically any amount incurred from attracting‚ selling and servicing customers. The best representative cost of servicing
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The problem in this case is that BBVA has a limited marketing budget and they need to decide how to allocate it. That budget will be less than or equal to the budget for the previous year‚ 2010. The main decision that needs to be made is how to split this budget between offline and online advertising. Within online advertising‚ BBVA must decide which portion of the budget to allocate to paid searches and which portion to display ads. If we were responsible for solving the problem‚ we would keep
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