CRM

1. Based on a categorization of customers based on profitability and loyalty (high–low), what marketing strategies would researchers such as Reinartz and Kumar recommend?
2. Why are loyalty programs popular for customers and companies alike?
3. Reinartz and Kumar empirically tested the relationship between retention and profitability. Their findings contradicted many of the traditional tenets. What did they find?

Each question response will be a minimum of two paragraphs.