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Knowing what the lifetime value of a customer will be 9 years from now is not very valuable unless you can use that number to drive marketing strategy in some way that will increase company pro ts. That is exactly what we are going to do. Let s look again at the repurchase rate by model (see Table 4-3). The average Asian repurchase rate is about 50 percent, but the repurchase rate for B Model cars is only 45.2 percent. The B Model is Asian s most popular car. Suppose the repurchase rate for this car could be raised so that it was equal to the average repurchase rate for all Asian cars, namely 50 percent. This is certainly an achievable goal. If it were to be reached, what would it do for Asian s pro ts We can calculate that by making two assumptions: 1. We can come up with strategies that raise the repurchase rate of this model of car. 2. The strategies will succeed in bringing the repurchase rate up to 50 percent, or about even with the repurchase rate for the average Asian car. What might these strategies be There are many things that Asian might offer its customers:

Summary

In this chapter, you installed Visual Studio 2010 and SQL Server 2008 and upgraded the Silverlight development tools for Visual Studio. These are the key tools that you ll use throughout the book. You also created a simple application using Visual Studio and then compiled and ran it, just to get used to the basic functions of the development environment.

In this chapter, I ll introduce you to the key components of C# and the .NET Framework and explain the relationship between them. I ll also introduce the major technology building blocks that form the functionality that you ll look at throughout this book. I m not going to get bogged down in detail; instead, I will going to focus on the knowledge you need to put everything in context before you start learning the C# language and becoming an effective C# programmer. This chapter is about giving you a good overview that will help you form a picture of C# and .NET as you move through the book. .NET can seem impenetrable a wall of terms and technologies and a pit of languages and syntaxes. By the time you reach the final chapter of this book, you ll have forgotten this moment and you ll be up and running with C# and .NET. The process in between will be surprisingly easy. I use lots of examples, I don t bombard you with the tedious detail, and I tell you what you need to know to understand how to use the feature at hand. Your interest will be piqued as you move from chapter to chapter. There are a couple of .NET features that I am particularly fond of, and I can remember wanting to dive into the details as soon as I saw them. If you are like me, you ll have the same reaction, although the features that interest you may be different. To that end, this chapter includes sources for further reading that can give you the detail on individual topics.

Using public fields is poor programming practice because it makes it difficult to maintain the Product class. Imagine that we decide to record stock based on the number of boxes we receive, rather than

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A welcome kit inviting new owners to come to a Web site to update their pro le and to provide an email address for future correspondence Regular communications about the car, including service requirements A car birthday card An Asian magazine for new-car owners only Invitations to events sponsored by Asian, including skiing and yachting excursions, golf tournaments, and fashion shows Special preview information for owners on new Asian models and features A customer service call twice a year: Welcome, Arthur I am Jennifer, your personal Asian customer service representative I am here to make your B Model ownership a wonderful experience Here is my personal phone number Call me whenever you need assistance of any kind You can reach me at any time I am here to help.