Question: lan Shields Communications, Inc., a cellular communications provider based in Michigan, has determined that its average CLV per customer is $ 1 , 3 8

lan Shields Communications, Inc., a cellular communications provider based in Michigan, has determined that its average CLV per customer is $1,380. Last year, the company obtained 58,200 new customers while spending $3.34 million on advertising and promotion. In terms of personnel and operational costs, they spent $5.07 million on their sales force and the total cost of their retail stores was $16.10 million, of which approximately 75% supported service and operations and the remainder was deemed for marketing and sales. Finally, corporate overhead was $4.03 million.
 lan Shields Communications, Inc., a cellular communications provider based in Michigan,

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