Marketing management by prof natalie mizik lecture 04

... RETENTION Prof Natalie Mizik – 2010 MIT 15.810 CUSTOMER EXPANSION I Customer Acquisition Strategies  Marketing  Affiliations  Merges and Acquisitions E*Trade amazon.com AT&T Prof Natalie Mizik. .. long term?) Impact on Profit  Profit from price premium  Profit from referrals Profit per 20 customer  Profit from reduced cost  Profit from increased purchases  Base profit 80 60 40 -20 -40... POSITIONING ACQUISITIONRETENTION PROMOTION PLACE Prof Natalie Mizik – 2010 MIT 15.810 Sources of Customer Value Psychological Economic Functional Prof Natalie Mizik – 2010 MIT 15.810 Economic Value to