Marketing Management A customer-oriented approach (Kenneth Clow, Donald Baack)
DATA
Total emails sent 850,000
database costs per email $0.012 (1.2 cents)
email & design costs $5,000.00
Cost of microsite $18,000.00
Number of responses 6,205
Revenue $416,728.00
COGS 72%
Processing Costs per order $6.52
Contribution Margin ?