1. Review the provided CRM data to guide you in selecting the buying firm that will maximize revenue for DataLocker. Once you have analyzed the CRM data, select the appropriate industry that will maximize revenue for DataLocker: Small Size Manufacturing Small Size Hospitality Small Size Services Medium Size Manufacturing Medium Size Hospitality Medium Size Services Large Size Manufacturing Large Size Hospitality Large Size Services

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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1. Review the provided CRM data to guide you in selecting the buying firm that will maximize revenue for DataLocker. Once you have analyzed the CRM data, select the appropriate industry that will maximize revenue for DataLocker:

  • Small Size Manufacturing
  • Small Size Hospitality
  • Small Size Services
  • Medium Size Manufacturing
  • Medium Size Hospitality
  • Medium Size Services
  • Large Size Manufacturing
  • Large Size Hospitality
  • Large Size Services
Industry Totals
Select Industry
Sales Generated
Profit Generated
Acquisition Costs
Select Industry
Size
Sales generated LY
Profit generated LY
Acquisition costs
Industry Totals
Sales Generated
Profit Generated
Acquisition Costs
Manufacturing
$310,500
$170,100
$30,600
Services
$818,100
$491,580
$50,400
Industry Totals
Select Industry
Sales Generated
Profit Generated
Acquisition Costs
Industry Totals
Select Industry
Hospitality
Sales Generated
Profit Generated
Acquisition Costs
$311,400
$196,920
$32,400
All
$1,440,000
$858,600
$113,400
Business size: small is 1-99 employees, medium is 100 to 499 employees, large is 500+
Total sales from client last year
Total profit from client. Profit is defined as revenue minus costs of good sold and delivery costs.
Total costs required to acquire the customer's first order (e.g., travel costs, employee hourly costs, etc.)
Transcribed Image Text:Industry Totals Select Industry Sales Generated Profit Generated Acquisition Costs Select Industry Size Sales generated LY Profit generated LY Acquisition costs Industry Totals Sales Generated Profit Generated Acquisition Costs Manufacturing $310,500 $170,100 $30,600 Services $818,100 $491,580 $50,400 Industry Totals Select Industry Sales Generated Profit Generated Acquisition Costs Industry Totals Select Industry Hospitality Sales Generated Profit Generated Acquisition Costs $311,400 $196,920 $32,400 All $1,440,000 $858,600 $113,400 Business size: small is 1-99 employees, medium is 100 to 499 employees, large is 500+ Total sales from client last year Total profit from client. Profit is defined as revenue minus costs of good sold and delivery costs. Total costs required to acquire the customer's first order (e.g., travel costs, employee hourly costs, etc.)
Size
Industry
Medium Hospitality
Small
Services
Medium Hospitality
Medium Hospitality
Small Manufacturing
Small Hospitality
Small Services
Medium Manufacturing
Hospitality
Services
Services
Hospitality
Services
Large
Services
Medium Hospitality
Medium Manufacturing
Small
Services
Medium
Services
Services
Services
Large Manufacturing
Medium Manufacturing
Medium Manufacturing
Large Hospitality
Large Hospitality
Small
Services
Medium
Services
Medium Services
Large
Medium
Medium
Small
Small
Large
Small
Large
Services
Medium Manufacturing
Small
Services
Large
Manufacturing
Large Manufacturing
Medium Hospitality
Small Services
Medium Hospitality
Medium Manufacturing
Small Manufacturing
Small
Small
Large
Small
Services
Manufacturing
Medium Hospitality
Large Hospitality
Services
Services
Services
Services
Services
Medium Hospitality
Large
Small
Hospitality
Services
Medium
Small
Small
Sales generated LY
$32,400
$46,800
$9,900
$18,000
$31,500
$25,200
$31,500
$18,900
$15,300
$10,800
$28,800
$10,800
$70,200
$28,800
$34,200
$31,500
$71,100
$49,500
$22,500
$55,800
$9,900
$58,500
$20,700
$18,900
$10,800
$60,300
$31,500
$29,700
$20,700
$24,300
$19,800
$6,300
$28,800
$34,200
$20,700
$18,000
$35,100
$33,300
$15,300
$50,400
$15,300
$11,700
$19,800
$20,700
$31,500
$54,900
$22,500
$16,200
$28,800
$27,900
Profit generated LY
$22,680
$24,300
$6,930
$9,000
$18,900
$15,120
$15,750
$11,340
$10,710
$7,380
$15,300
$5,400
$35,100
$21,420
$17,100
$15,750
$49,770
$29,700
$28,350
$34,380
$4,950
$29,250
$12,420
$20,340
$5,400
$18,180
$15,750
$20,790
$10,350
$17,010
$22,680
$1,980
$17,280
$23,940
$14,490
$10,800
$17,550
$16,650
$7,650
$30,240
$9,180
$7,020
$9,900
$12,420
$15,750
$27,450
$15,750
$8,100
$21,420
$19,530
Acquisition costs
$4,500
$1,800
$1,800
$900
$1,800
$900
$4,500
$2,700
$900
$1,800
$900
$1,800
$1,800
$4,500
$900
$900
$1,800
$2,700
$1,800
$1,800
$1,800
$1,800
$4,500
$4,500
$4,500
$900
$1,800
$4,500
$1,800
$4,500
$2,700
$1,800
$2,700
$1,800
$900
$2,700
$2,700
$2,700
$900
$2,700
$2,700
$2,700
$2,700
$1,800
$1,800
$2,700
$900
$1,800
$1,800
$1,800
Transcribed Image Text:Size Industry Medium Hospitality Small Services Medium Hospitality Medium Hospitality Small Manufacturing Small Hospitality Small Services Medium Manufacturing Hospitality Services Services Hospitality Services Large Services Medium Hospitality Medium Manufacturing Small Services Medium Services Services Services Large Manufacturing Medium Manufacturing Medium Manufacturing Large Hospitality Large Hospitality Small Services Medium Services Medium Services Large Medium Medium Small Small Large Small Large Services Medium Manufacturing Small Services Large Manufacturing Large Manufacturing Medium Hospitality Small Services Medium Hospitality Medium Manufacturing Small Manufacturing Small Small Large Small Services Manufacturing Medium Hospitality Large Hospitality Services Services Services Services Services Medium Hospitality Large Small Hospitality Services Medium Small Small Sales generated LY $32,400 $46,800 $9,900 $18,000 $31,500 $25,200 $31,500 $18,900 $15,300 $10,800 $28,800 $10,800 $70,200 $28,800 $34,200 $31,500 $71,100 $49,500 $22,500 $55,800 $9,900 $58,500 $20,700 $18,900 $10,800 $60,300 $31,500 $29,700 $20,700 $24,300 $19,800 $6,300 $28,800 $34,200 $20,700 $18,000 $35,100 $33,300 $15,300 $50,400 $15,300 $11,700 $19,800 $20,700 $31,500 $54,900 $22,500 $16,200 $28,800 $27,900 Profit generated LY $22,680 $24,300 $6,930 $9,000 $18,900 $15,120 $15,750 $11,340 $10,710 $7,380 $15,300 $5,400 $35,100 $21,420 $17,100 $15,750 $49,770 $29,700 $28,350 $34,380 $4,950 $29,250 $12,420 $20,340 $5,400 $18,180 $15,750 $20,790 $10,350 $17,010 $22,680 $1,980 $17,280 $23,940 $14,490 $10,800 $17,550 $16,650 $7,650 $30,240 $9,180 $7,020 $9,900 $12,420 $15,750 $27,450 $15,750 $8,100 $21,420 $19,530 Acquisition costs $4,500 $1,800 $1,800 $900 $1,800 $900 $4,500 $2,700 $900 $1,800 $900 $1,800 $1,800 $4,500 $900 $900 $1,800 $2,700 $1,800 $1,800 $1,800 $1,800 $4,500 $4,500 $4,500 $900 $1,800 $4,500 $1,800 $4,500 $2,700 $1,800 $2,700 $1,800 $900 $2,700 $2,700 $2,700 $900 $2,700 $2,700 $2,700 $2,700 $1,800 $1,800 $2,700 $900 $1,800 $1,800 $1,800
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