This exercise is one of a series designed to help students learn how to perform financial calculations in marketing contexts. Maru Keitou, decorated former collegiate softball player with a PhD from Oxford University, ran Maru Batting Center in Roppongi, Minato ward of Tokyo. She had a deep knowledge of the game and its clients, but it lacked marketing background. She recently signed up for a hosted customer relationship management service, which will allow it to track the cost of acquisition and maintenance of each of its four major customer segments. Using this data, it can determine which segments goal in the coming year. Describes the use of an exercise settlement value of customer acquisition, retention and customer lifetime value in the choice between market segments and different options for the acquisition of customers. "Hide
by Julie Hennessy, Evan Meagher Source: Kellogg School Management 7 pages. Publication Date: October 25, 2012. Prod. #: KEL688-PDF-ENG
