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商品編號： KEL688 出版日期： 2012/10/25 作者姓名： Hennessy, Julie;Meagher, Evan 商品類別： Marketing 商品規格： 7p 再版日期： 2015/03/31 地域： Japan 產業： Video game industry 個案年度： -
商品敘述：
This exercise is one in a series intended to help students learn how to perform financial calculations in marketing contexts. Maru Keitou, a decorated former collegiate softball player with a PhD from Oxford University, ran Maru Batting Center in the Roppongi district of Tokyo''s Minato ward. She had a deep knowledge of the game and of her customers, but she lacked a marketing background. She had recently signed up for a hosted customer relationship management service that would allow her to track the cost of acquiring and serving each of her four main customer segments. Using this data, she could determine which segments to target in the upcoming year. The exercise describes the use of calculations of customer acquisition cost, retention rates, and customer lifetime value in picking between market segments and various options for activities to acquire customers.
涵蓋領域：
Customer service;Financial analysis;Market analysis;Marketing management
相關資料：
, (KEL689), 12p, by Julie Hennessy;, (KEL691), 0p, by Julie Hennessy
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