Consider the lifetime value of customers (CLV). Choose a business and show how you would go about developing a quantitative formulation that captures the concept. How would that business change if they totally embraced the customer equity concept and maximized CLV?

Expand on this concept because marketers are increasingly developing sophisticated programs tailored to certain target market segments. These programs maximize customer equity and lifetime value and are an attempt to be relevant to certain consumer groups. However, these efforts are also exploitative and take advantage of vulnerable customers. For example, the preponderance of marketing of cigarettes, alcohol, and other vices in low-income areas. Do you think that such effective target marketing programs are a positive or an unfavorable trend?

Instructions:

Describe your example of an effective CLV

Develop your position on tailoring certain target market segments

Please provide references