This question is under Relationship Marketing

QUESTION 2 As the head of marketing department for Focus Group of Companies, you have been tasked by the General Manger (GM) to brief management on the survival rate of customers. Using an already calculated retention rate, five years duration and 50,000 customers: Survival rate Survivors Years Year 1 Year 2 Year 3 Year 4 Year 5 Retention rate 0.92 0.65 0.54 0.42 0.20 a. Compute the year-on-year survival rate for the periods b. Do a robust analyse of the computation to management and suggest appropriate strategies to curb the situation. c. Discuss the importance of the survival rate metric d. Discuss one flaw of the survival rate metric (20 Marks) QUESTION 2 As the head of marketing department for Focus Group of Companies, you have been tasked by the General Manger (GM) to brief management on the survival rate of customers. Using an already calculated retention rate, five years duration and 50,000 customers: Survival rate Survivors Years Year 1 Year 2 Year 3 Year 4 Year 5 Retention rate 0.92 0.65 0.54 0.42 0.20 a. Compute the year-on-year survival rate for the periods b. Do a robust analyse of the computation to management and suggest appropriate strategies to curb the situation. c. Discuss the importance of the survival rate metric d. Discuss one flaw of the survival rate metric (20 Marks)