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Case

The Crutchfield Corporation

By Pfeifer, Phillip E. / Perticucci, Roy L.

Marketing

Crutchfield, a large U.S. 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.

Collection: Darden University of Virginia (USA)

Ref: DARDEN-M-0427-E

Format: PDF

Number of pages: 5

Publication Date: Aug 26, 1994

Language: English

Review date: Apr 12, 2013

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Description

Industry Setting: Consumer Goods

The Crutchfield Corporation

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The Crutchfield Corporation

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The Crutchfield Corporation

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