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4. If a company has a retention rate in the second year of 60 percent, what will selling an additional product to the customer in that year do to the retention rate in the third year compared to what it would have been a. Make it go up. b. Make it go down. c. Not enough information is given to know one way or the other. d. It depends on the discount rate. e. It depends on the lifetime value. 5. Which is more important in determining potential lifetime value a. The probability of the customer s buying an additional product b. The pro tability of the customer s buying that product c. Current lifetime value d. Both a and b e. None, since potential lifetime value cannot be predicted 6. What is the best way for marketing to justify its annual budget a. Movement in the discount rate b. Movement in the lifetime value in future years c. Movement in the potential lifetime value of prospects d. Reduction in the retention rate e. None of the above 7. What is the next best product for a customer a. The one with the most margin for the seller. b. The one with the highest probability of a sale. c. This cannot be known in advance. d. The one with the highest value to the company, which is determined by multiplying the probability of purchase and the pro tability if purchased. e. The one with the highest lifetime value if purchased.

Figure 24-3 is an overview of the components involved in using attributes and illustrates the following points about them: You apply attributes to program constructs in the source code. The compiler takes the source code and produces metadata from the attributes and places that metadata in the assembly. Consumer programs can access the metadata of the attributes along with the metadata for the rest of the components of the program. Notice that the compiler both produces and consumes attributes.

Note Although the Position and Target vectors of the camera point to real points in 3D space, the Up

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Figure 24-3. The components involved with creating and using attributes By convention, attribute names use Pascal casing and end with the suffix Attribute. When applying an attribute to a target, you can leave off the suffix. For example, for attributes SerializableAttribute and MyAttributeAttribute, you can use the short names Serializable and MyAttribute when applying them to a construct.

8. If analysis shows that LTV will go down in future years, what should you do a. Revise your marketing program. b. Redo your LTV tables, since future LTV always goes up. c. Revise the discount rate. d. Add more marketing dollars. e. Reduce the retention rate. 9. Suppose you have two segments. Segment A has an LTV of $150 in 3 years, and segment B has an LTV of $200 in 3 years. What should your strategy be a. Work to retain segment B and increase the LTV of segment A. b. Get rid of segment A and nd more people that t into segment B. c. You can t decide based on what we know at present. d. Retain both, since the LTV is positive. e. None of the above.

The purpose of an attribute is to tell the compiler to emit a certain set of metadata about a program construct to the assembly. You do this by applying the attribute to the construct. You apply an attribute by placing an attribute section immediately before the construct. An attribute section consists of square brackets enclosing an attribute name and sometimes a parameter list.

For example, the following code shows the headings of two classes. The first few lines of code show an attribute named Serializable applied to class MyClass. Notice that Serializable has no parameter list. The second class declaration has an attribute called MyAttribute, which has a parameter list with two string parameters. [ Serializable ] public class MyClass { ... [ MyAttribute("Simple class", "Version 3.57") ] public class MyOtherClass { ... // Attribute

his is my fth book on database marketing. My rst, The Complete Database Marketer, was published in 1991. As I write each subsequent book, I am constantly amazed at the changes that have taken place in the techniques and the uses of database marketing. Today is no exception. There is so much that is new and different that we are almost talking about an entirely new marketing method.

Some important things to know about attributes are the following: Most attributes apply only to the construct immediately following the attribute section or sections. A construct with an attribute applied to it is said to be decorated, or adorned, with the attribute. Both terms are common.

Before looking at how you can define your own attributes, this section describes two attributes predefined and reserved by .NET: the Obsolete and Conditional attributes.

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