Great Gator Gifts (GGG) launched a Go-Gators Club, where Gator fans can get a special preview and
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Great Gator Gifts (GGG) launched a Go-Gators Club, where Gator fans can get a special preview and purchase unique Gator items. GGG attracted new customers at a cost of $55.00 each and tracked their purchases over a 4-year period. Every year, at the beginning of football season, GGG sends a link to each member of the Go-Gators Club with a reminder to kick the season off with a special Gator gift. The average annual purchase was $970.00, with a gross margin of 60% and annual per capita marketing expense of $45.00. GGG uses a discount rate of 9%, and the observed annual retention rate of Go-Gators Club members was 50%. What was the Go-Gators Club 4-year CLV?
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