Profitability of various customer segments

To analyze profitability of various customer segments, and to choose target segments that will benefit
from the product’s features and will contribute maximum value to the firm.
• To understand how to use customer lifetime value analysis to help determine product designs that are
customized to attract the right (and repel the wrong) types of customers.
• To learn how to design and leverage promotional elements to drive acquisition vs. loyalty.
• To highlight that customer acquisition and customer retention strategies may not be (and often are not)
the same.