MKting

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Chapter 3: Managing the customer life cycle – customer acquisition

Identify a company and product and list five techniques for acquiring new consumers that you would use and rank the techniques in order of which is most likely to result in high lifetime value customers. Provide an explanation for choices made.

Chapter 4: Managing the customer life cycle – customer retention and development

Some customers are inherently not profitable and ‘retain’ because they extract more value from the firm than they provide in terms of revenue, reputation and recommendation. Identify three strategies for addressing this sort of retention ‘problem’. What are the risks of each for the business and the level of impact each can have on the bottom line.

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