1. Consider customer lifetime value (CLV). Choose a business and show how you would go about developing a quantitative formulation that captures the concept. How would that business change if it totally embraced the customer equity concept and maximized CLV?
2. The chapter discusses various forms of and ways to stimulate interpersonal communication. Choose a company you think has effectively done this and analyze their efforts. Do you think it was effective? How might you improve the process?
Online Markeing Simulation
3. Based on your simulation results, what are some key things to consider in identifying target audiences and evaluating results from a campaign?
this is PR
4. Think of a recent situation where a company faced negative publicity. How did the firm handle it? Was this an effective method? What would you recommend they could have done differently?