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Question 1. Customer Referral Value
Consider a telecommunication service provider. You have the following quarterly data:
STATISTICS
TYPICAL CONSUMER
Number of referrals per period (n=n1+ ri)
5
of which, customers that joined due to the referral (n1)
3
of which, customers that would have joined anyway (n2)
2
Marketing cost per period (MO
$30
Average gross margin (Ay)
$78
Cost of referral (ay)
$15
Acquisition cost savings (ACQ I ty and ACQ2,y)
$10
Yearly discount ratc (r)
15%
Calculate CRV of a typical customer for one year (over 4 quarters).
Question 2. Business Reference Value
With respect to its long-term pleasant relationship with IBM, Narsee Munjee refers six other universities to purchase IBM's cloud computing service. The degree to which Narsee Munjee's reference impacted university n's purchase decision (Ref), the degree of influence of Narsee Munjee's reference on university n (DOI), the customer lifetime value of university n, and the time university n became a customer of IBM that are given here:
University Name
Ref
DOI
CLV (S)
Time
IIM-A
70%
80%
1515
Year I
IIM-B
60%
1204
IIM-C
30%
40%
3026
Year 2
FMS
1006
MDI
2415
Year 3
XLRI
50%
2032
Calculate the Business Reference Value (BRV) of IIM for Narsee Munjee . Assume the discount rate is 15% per year.
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