Customer Profitability And Lifetime Value Elie Ofek Pdf


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customer profitability and lifetime value elie ofek pdf

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Note: this document may be updated in the future. Please check back for the latest version. As the core marketing course in the program, the class is designed to provide you with an understanding of the basic marketing management concepts and to expose you to strategic marketing decision making.

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. The Path to Profitability, Foundations and Trends. Implications for marketing strategy and customer relationship management are briefly discussed.

The major purpose of this article is to create and clarify differences. Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed.

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Note: this document may be updated in the future. Please check back for the latest version. As the core marketing course in the program, the class is designed to provide you with an understanding of the basic marketing management concepts and to expose you to strategic marketing decision making. Specifically, the course will cover topics relating to the marketing process, consumer analysis, segmentation, targeting and positioning, designing marketing strategy, and tactical implementation.

The three main objectives are:. The success of this course depends on everybody's effort to prepare before class. Learning is the most effective when you are actively engaged in thinking about and doing marketing rather than passively absorbing the material.

Everybody's contribution is important. It is rare that there is one right answer to a particular marketing issue. Do not expect one. Rather, you should expect to learn from seeing how others address the problem that you have thought seriously about.

The better prepared you are the more you will learn. Therefore, I will try to call on everyone, not just volunteers to contribute and defend their viewpoints. Lectures and cases will be interactive. Class participation will include some short questions and polls that you need to answer online on bCourses between two class meetings during the week.

You are expected to answer these as if I called on you in class: In fact, I might call on you in class based on your answers. There is not always a correct answer, but some of them will be great discussion starters. Although your answers will not be graded question by question, our TA and I will track your answers and your overall performance will determine one third of your class participation grade.

Note that these ungraded questions are different from the graded quizzes that you will also complete online. For each session, please read the case study ies listed under session before class.

These are required readings. You can access the case studies via study. The syllabus also lists a set of other readings that are marked as optional and are either directly linked or are available through study.

From time to time I will provide supplementary readings through bCourses. Some of these will give more details about a topic, others will reflect on recent events. Unless I indicate otherwise, these readings will also be optional.

If you want to keep up with recent developments in marketing, it is very useful to regularly check - among others - the following sites:. One third of your class participation grade will be determined by the short questions and polls that you complete on bCourses between class meetings. Although your answers will not be graded question by question, we will track your answers and determine your overall performance. Note that these ungraded questions are different from the graded quizzes that you will complete online.

There will be a series of graded quizzes between each class that you will have to answer in a limited time. You can answer the quizzes anytime before the deadline, but once you open the question, the clock starts ticking. The questions will be accessible on bCourses, but an exact list of question numbers will be posted here to make sure you do not forget to complete any of them.

You must choose a new product, or service idea that your group is interested in. I encourage you to choose a product or service that is relevant to the company or industry that one or several of the group members are interested in. Or it could be a business concept that you have been considering. Analyzing the Rocket Fuel case is a great way to learn about the challenges of measuring the effectiveness of online advertising.

The case presents some data on an Internet ad campaign. We will discuss the conclusions of the analysis in class. The final exam will be closed book and will consist of questions related to the course material we cover throughout the class and the quizzes.

There will also be questions based on a short case that you read during the exam. Complete Online: QZ 3. Complete Online: QZ 5. Complete Online: QZ 6. Zsolt Katona - Marketing Core Course. The three main objectives are: To introduce you to the key elements of the marketing process and its role in modern corporations. To provide you with a sound framework for identifying, analyzing, and solving marketing problems.

Keep in mind that effective marketing management results not from simply learning marketing facts and institutional details, but from critical thinking and the reasoned application of the underlying principles. This is especially true in our highly dynamic business environment where technology plays an increasingly important role. Preparation and Participation The success of this course depends on everybody's effort to prepare before class.

Readings Required and Supplementary Readings For each session, please read the case study ies listed under session before class. Winer, Russell S. Assignments Class Participation My expectations in the classroom are straightforward: come to class on time, be prepared and participate.

To help with your preparation and guide your learning, you will find a list of study questions in this syllabus, under session details. For cases, the study questions will guide our in-class discussion. Please read the cases carefully and think about the topic. Be prepared to defend your viewpoint and convince others. Online quizzes There will be a series of graded quizzes between each class that you will have to answer in a limited time.

Rocket Fuel Case Analysis Group Analyzing the Rocket Fuel case is a great way to learn about the challenges of measuring the effectiveness of online advertising.

These groups will be used for the purposes of the Marketing Plan Project and the Rocket Fuel case analysis assignment. Submission of Documents Submit all the assignments on bcourses in.

If there is a problem with bCourses, email me a copy before the deadline. The grades and our comments will be added to the file electronically which look better in Office, so. Your powerpoint slides should be self-explanatory as much as possible, but you can add presentation notes if you need to explain something in more detail.

Once project groups are assigned bCourses will have a feature for groups to submit assignments. Until then, one submission per group is enough. If multiple members submit from a group, the last submission will be graded. Final Exam The final exam will be closed book and will consist of questions related to the course material we cover throughout the class and the quizzes. The maximum total score is points. Introduction: The Brand and the Marketing Process.

Topics: What is marketing? Is this a good product for JPMorgan Chase? For the Sapphire Brand? Why has Chase Sapphire Reserve been so successful in acquiring customers? Will this success continue over time? What changes would you make? How can the Chase sapphire team best design its product and brand to attract the right customers?

If you are a competing credit card provider, how do you respond to the Chase Sapphire Reserve? How should chase position itself to be ready for these competitive responses? Over time, the Sapphire brand has evolved from a single product to a three-time product line. How would you manage the brand and product portfolio going forward? What types of relationships do they have with their respective customers?

What are their respective customer's expectations? What digital solutions might their customers turn to? Now that Airgas is part of the Air Liquide group how best to blend their approaches?

Based on the current pricing what is the lifetime value of a customer to AnswerDash? Software as a Service customer. What do you think about the primary options AnswerDash is contemplating going forward? Are there any pricing related issues that can adversely affect the firm? What did Coca-Cola do right? What did it do wrong? How would you have done it?

How was Casper able to differentiate itself from other DTC firms? Evaluate Casper's promotional strategy from launch to September Did the initial focus on "earned" rather than paid media make sense? What is the appropriate mission for Casper communications? Is it "all about brand love" or is it "sales performance in the short-term"?

With ambitions to establish itself as the Nike of Sleep what message and media mix would you recommend to Casper for the next phase?

Should Casper begin to use television?

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It generally describes the contribution margin that a customer realizes during his entire "customer life", discounted to the point in time. The CLV can thus be understood as the average value that a customer has for a company over the years or will have in the future. For its calculation, therefore, not only historical revenues but also expected future revenues are taken into account customer potential. When determining the CLV, the possible customer value must be distinguished from the actual customer value. In the possible customer value, the total expenditure of a customer, including those of competitors, is taken into account in a certain area, while the actual CLV only takes into account the expenditure that the customer makes at his own company.

This book presents strategies that put the customer at the center of an enterprise. It elaborates on the reasons for viewing customers as assets that a firm needs to acquire, develop and cultivate in order to generate profitable relationships, and champions customer profitability as the metric for measuring business performance. It broadens the definition of customer value beyond tangible benefits and price to include both tangible and intangible benefits and total ownership costs, while embracing a variety of unique customer needs. Competitive Advantage of Customer Centricity maps a new journey that entire organizations must undertake in order to achieve these lucrative goals. His expertise is in competitive strategy formulation, strategy execution, and supply chain management.


Customer Profitability and Lifetime Value. by Elie Ofek.


Customer profitability and lifetime value [Case no. 9503019]

Below are the available bulk discount rates for each individual item when you purchase a certain amount. Register as a Premium Educator at hbsp. Publication Date: August 07,

Below are the available bulk discount rates for each individual item when you purchase a certain amount. Register as a Premium Educator at hbsp. Publication Date: August 07,

Customer lifetime value

Халохот, расталкивая людей, двигался по центральному проходу, ища глазами намеченную жертву. Он где-то. Халохот повернулся к алтарю. В тридцати метрах впереди продолжалось святое причастие. Падре Херрера, главный носитель чаши, с любопытством посмотрел на одну из скамей в центре, где начался непонятный переполох, но вообще-то это его мало занимало. Иногда кому-то из стариков, которых посетил Святой Дух, становилось плохо.

 Но это значит, что пароль неимоверной длины. Стратмор пожал плечами: - Стандартный коммерческий алгоритм. Насколько я могу судить, пароль из шестидесяти четырех знаков. В полном недоумении Сьюзан посмотрела в окно кабинета на видневшийся внизу ТРАНСТЕКСТ. Она точно знала, что на такой пароль уходит меньше десяти минут. - Должно ведь быть какое-то объяснение.

Дэвид, вспомнила Сьюзан. Она заставляла себя не думать о. Ей нужно было сосредоточиться на неотложных вещах, требующих срочного решения. - Я возьму на себя лабораторию систем безопасности, - сказал Стратмор.

Он собирался совершить крупнейшую в своей жизни сделку - сделку, которая превратит его Нуматек корпорейшн в Майкрософт будущего. При мысли об этом он почувствовал прилив адреналина. Бизнес - это война, с которой ничто не сравнится по остроте ощущений. Хотя три дня назад, когда раздался звонок, Токуген Нуматака был полон сомнений и подозрений, теперь он знал правду. У него счастливая миури - счастливая судьба.

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Librado V.
20.05.2021 at 01:50 - Reply

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