Consider a product that you use or a retailer you patronage frequently. Estimate how much you are worth to the retailer or manufacturer of the brand you prefer if you remain loyal to that marketer for the rest of your life (your customer lifetime value). What factors should you consider when deriving an estimate of your lifetime value to the company? How can the company increase your lifetime value? (AACSB:

Communication; Refl ective Thinking; Analytic Reasoning)

 LO.1