1. What are the objectives of the various Customer Relationship Management programs (New Business Program, Loyalty Program, Retention Program, Total Reward Program) and are they working? (2 pages)

2. Why is it important to use the "customer worth" in their customer management efforts rather than the observed level of play? (1 page)

3. Discuss how data supports Harrah's overall marketing strategy and how their marketing strategy has helped to give them a competitive advantage over the competition. (1 pages)