Company - McDonald's Annual revenue- $21,025M Marketing expenses- $2,436M Mkt% spend- 11.5% Acquired customers- 385M Retained customers- 1461M 1. Calculate customer acquisition based on the marketing expenses and acquired customers. Use the percentage of 70% marketing spend on acquiring new customers. Calculate with specific examples 2. The remaining 30% of the marketing budget will be spent of retaining customers. Calculate retention cost