Marketing Strategy
COURSE CONCEPTS PORTION
Q1a-c. Customer Lifetime Value (CLV)
(a) Explainbriefly what CLV is.
(b) Briefly explain how CLV is calculated (in words, not equations).
(c) Give an example of a situation at a company where you have worked where CLVcan help a manager make a marketing decision. ( 200 words maximum)
Q2. Give an example of how a company you have worked for could enhance the value proposition for a segment of customers by reducing post-purchase sacrifices (i.e., costs that the customer has to take on when buying from you). (150 words minimum )
Q3. Key Learnings
(a) Name something valuable (an insight, a technique, a tool, etc.) that you learned in this class( 150 words minimum)(Answer about Branding)
(b) Explain howlearning about Brandingwill be useful to you in the future. (150 words minimum)
Q4. Briefly describe the three types of questions necessary for a market research survey( Behaviors, Perceptions, Categories) . Then briefly explain how they work together to produce insight( also use example ) . ( 250 words max)