1. Of the three database marketing techniques described in this chapter extension, which best solves the problem at Carbon Creek Gardens? Explain how Mary could have used that technique to identify Tootsie as a lost customer.
2. Describe a use for RFM analysis for Fox Lake. Consider golf, tennis, the restaurant, or the pro shop as candidates. Which do you think is best suited to RFM? Explain your rationale. For your application, explain what you would do for customers that have the following scores: [1, 1, 1], [3,1,1], [1, 4, 1], [3, 3, 1], and [1, 1, 3].