Be sure to provide supporting rationale for your answers.

Jessie Bourneuf would like your assessment of the cable TV experiment. Is this a more or less attractive medium for King$-$Size in the coming year?

What actions, if any, would you recommend given the sudden exit of Sears from the Big & Tall catalog business?

What promotion budget would you propose for $1994$ and how should it be allocated?

Should she pursue some sort of alliance with Casual Male? What are the advantages and disadvantages to each party?

In order to answer the above, you may want $/$ need to address the following, more quantitative questions:

Q$1.$ On average, what does King$-$Size seem to be paying to generate a $$prospect$,$ a person who is not currently customer but who asks for a catalog?

Q$2.$ On average, what does King$-$Size pay to generate a new customer: one who is buying for the first time $($include the expenses from Q$1)?$

Q$3.$ What is the average sales per customer in a given year? What is the average gross margin $($in dollars$)$ per customer, per year?

Q$4.$ Assume that the catalogs in Table A are directed at existing customers only. How much is King$-$Size spending on catalogs per BUYING customer in $1993?$

Q$5.$ If Jessie were to increase her promotional budget, should the extra money go to attract prospects $($Table B$)$ or to encourage past customers $($Table A$)?$

Q$6.$ Examine Exhibit $12.$ Is there any difference between the demographics of TV Responders versus Print Responders? If there is a difference, how would you explain it$,$ and what are the implications for King$-$Size?

Q$7.$ Consider Exhibits $10$ and $11.$ Which of the five cable networks $($including two CNNs$)$ gave the best results?