1: Use the Excel template VLC to find the average value of a loyal customer (VLC) in a target market segment if the average purchase price is $85 per visit, the frequency of repurchase is five times per year, the contribution margin is 5 percent, and the average customer defection rate is 50 percent? Round your answer to the nearest dollar.

2: What is the average value of a loyal customer (VLC) in a target market segment if the average purchase price is $70 per visit, the frequency of repurchase is every month, the contribution margin is 25%, and the average customer defection rate is 29%? If a continuous improvement goal is set of a 26% defection rate next year and 21% two years from now, what are the revised VLCs over their average buying life? Do not round intermediate calculations. Round your answers to the nearest dollar. For defection rate = 29%, VLC = $ ______ For defection rate = 26%, VLC = $ _____ For defection rate = 21%, VLC = $_____