Using the same records as in problem P7, assume that the resort only wants to spend a maximum of $2,000 on a marketing campaign. The cost to reach each customer is $4.50 and the response rate for each customer has been given in the same data file.

1. Formulate and solve three 0-1 LP models, each focused on one of the dimensions: recency of stay, frequency of stay, and money spent in each stay. Each model should seek to identify the segment of resort guests to be reached in order to maximize the expected revenue under budget limitations. Compare the results (expected spending and revenue) of the three models and provide recommendations about future marketing campaigns.

2. Formulate and solve three continuous LP models, each focused on one of the same dimensions: recency, frequency, and monetary value. Each model should seek to identify the percentage of guests in each segment be reached in order to maximize the expected revenue under budget limitations. Compare the expected revenue of the three models and provide recommendations about future marketing campaigns.