Marketing answer 4 question

Final Exam

Marketing Strategy

COURSE CONCEPTS PORTION

Q1a-c. Customer Lifetime Value (CLV)

(a) Explain briefly 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 CLV can 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 how learning about Branding will 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)

Evaluation Criteria for Questions 1-3

Each question is worth 25 points (4 questions x 25 = 100 points total).

Correctness · Answer is correct in usage of course concepts · Response completely answers the question	10 points
“Compellingness “ · Makes a compelling argument · Argument is supported with examples (a personal experience, an example from class, or a potential situation that is specific and concrete)	10 points
Clarity · Written in sentence form, not bullet points · Sentences are easy to understand · Writing is legible	5 points
TOTAL for each question	25 points