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Topics |
Managing
Customers for Profits |
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Read |
Best:
Chapters
15 & 16
"Customer Profitability and Lifetime Value," HBR, August
2002.
"Getting the Most out of All Your Customers," HBR, July
2004. |
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In Class Activities |
Video Case:
Making Loyalty the Mission: Vail Corporation
Discussion Questions:
- How did
Vail Corporation capture and use information about its
customers? Do other organizations have these same
opportunities?
- How did
Vail Corporation create value and reduce costs for customers?
- What are
the implementation challenges of such initiatives?
- How can
an organization financially justify investing in a
sophisticated customer information system?
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Case Assignment |
Merrill
Lynch: Integrated Choice
Discussion Questions:
- Do you
think Merrill Lynch has moved at the appropriate speed in
responding to market changes? Or was it too slow?
- What is
the strategy behind Integrated Choice?
- What are
the implications of Integrated Choice? For clients?
For financial consultants? For the firm?
- What are
the two or three significant actions that Merrill Lynch ought
to take?
- What
will be the future role of the financial consultant? How
should Merrill Lynch organize itself in the future?
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LINKS Activities |
Q7 Decisions due on Monday April 7
Noon. |