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Maru Batting Center: Customer Lifetime Value Case Solution & Answer

This exercise is part of a series designed to help students learn to perform financial calculations in a marketing context. Keitou Maru, a former player of college baseball decorated with a doctorate from Oxford University, ran Maru batting Center in Roppongi in Minato Ward, Tokyo. He had a deep knowledge of the game and their clients, but no marketing background. She just signed up for a hosted service management customer relationship that allows you to keep the cost of acquiring and serving each of its four main segments customers. With these data, we could determine which segments to target in the next year. Exercise using the calculations of the costs of customer acquisition, retention rates, and lifetime value of customers the choice between market segments and different options for activities of acquiring new customers is described.
by
Julie Hennessy,
Evan Meagher
Source: Kellogg School of Management
7 pages.
Release Date: October 25, 2012. Prod #: KEL688-PDF-ENG
Maru Batting Center: Customer Solution Case value of life

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