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Supplementary software
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Reference no. UVA-M-0427X
Subject category: Marketing
Authors: Phillip E Pfeifer (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Published in: 2013
Format: .xlsx
Data source: Field research
Topics: Mail-order retailing
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Abstract

This software is to accompany the case. Crutchfield, a large US mail-order firm specializing in consumer electronics and personal computers, must evaluate the results of a recent 'prospecting' mailing to a rented list of names. A determination of the mailing requires the calculation of the lifetime value of the new customers acquired. Case data on repurchase probabilities (broken out by recency and frequency) support such a calculation. The case can also be used to introduce the RFM (recency, frequency, monetary value) framework for valuing customers.
Location:
Charlottesville, VA
Industry:
Consumer electronics
Compact case
Case
-
Reference no. UVA-M-0427
Subject category: Marketing
Authors: Phillip E Pfeifer (Darden School of Business, University of Virginia); Roy L Perticucci (University of Virginia)
Published by: Darden Business Publishing
Originally published in: 1994
Version: 12 April 2013
Revision date: 7-May-2013
Length: 5 pages
Data source: Field research
Topics: Direct marketing; Mail-order retailing; Lifetime value of customer; Marketing
View full details

About

Abstract

This software is to accompany the case. Crutchfield, a large US mail-order firm specializing in consumer electronics and personal computers, must evaluate the results of a recent 'prospecting' mailing to a rented list of names. A determination of the mailing requires the calculation of the lifetime value of the new customers acquired. Case data on repurchase probabilities (broken out by recency and frequency) support such a calculation. The case can also be used to introduce the RFM (recency, frequency, monetary value) framework for valuing customers.

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Location:
Charlottesville, VA
Industry:
Consumer electronics

Related

Compact case
Case
-
Reference no. UVA-M-0427
Subject category: Marketing
Authors: Phillip E Pfeifer (Darden School of Business, University of Virginia); Roy L Perticucci (University of Virginia)
Published by: Darden Business Publishing
Originally published in: 1994
Version: 12 April 2013
Revision date: 7-May-2013
Length: 5 pages
Data source: Field research
Topics: Direct marketing; Mail-order retailing; Lifetime value of customer; Marketing
View full details