Exercise 10c
Due
by COB 12/08/08
Assume the role of the Online Marketing Director for a major Las Vegas casino. Your task is to develop a retention strategy for regular, high-rolling gamblers who casino records show have not played in at least three months. Recognizing that the customers may have stopped traveling to Las Vegas or just started gambling at a different casino when they are in town, the retention strategies should address each of the following:
- Customer analysis to identify most profitable customers.
- Switching costs to maintain customer loyalty.
- The role of dialogue marketing in retention strategies.
- The role of casino loyalty programs.
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