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the customer s attention on the wrong thing: the price of the product instead of its quality and the service you offer Finally, we cannot assume that every acquired customer is good for the rm Fleet Bank discovered that half the customers it was acquiring destroyed value and would never be pro table for the bank There are dozens of acquisition methods, several of which are covered in case studies in this chapter In general we can summarize them as follows: Mass marketing through TV, radio, and print ads With generaluse products and packaged goods, mass marketing is far preferable to direct marketing for customer acquisition Of course, to acquire customers through mass marketing, you have to have a method of capturing customers names, addresses, and email names when they buy in retail stores Without this step, you have sold product, but you have not acquired a customer.

Deploying a program on a target machine can be as simple as creating a directory on the machine and copying the application to it. If the application doesn t need other assemblies (such as DLLs) or if the required DLLs are in the same directory, the program should work just fine where it is. Programs deployed this way are called private assemblies, and this method of deployment is called xcopy deployment. Private assemblies can be placed in almost any directory and are self-sufficient as long as all the files on which they depend are in the same directory or a subdirectory. In fact, you could have several directories in various parts of the file system, each with the identical set of assemblies, and they would all work fine in their various locations. Some important things to know about private assembly deployment are the following: The directory in which the private assemblies are placed is called the application directory. A private assembly can be either strongly named or weakly named. There is no need to register components in the registry. To uninstall a private assembly, just delete it from the file system.

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Although most programmers don t need to know the details of the CLI specifications, you should at least be familiar with the meaning and purpose of the Common Type System and the Common Language Specification.

Creating pro les of your existing customers, then renting names of prospects who resemble your pro table customers Exchanging customer names with other businesses The catalog industry uses this idea extensively It works very well This is contrary to the idea that is prevalent in the rest of the world, particularly Europe and Japan, that customer names are a corporate asset that could be ruined if the company were to allow them to become known to any outsider Renting customer names has become a pro t center in many companies and, as such, is a positive good to the direct marketing industry Providing a method by which customers can register with you when they buy a product This is done for computers and software and for many electrical products Millions of people willingly register.

Common Type System (CTS)

The best method in use today for getting people to register is through a Web microsite that you set up speci cally for this purpose The site should be listed on the product packaging or on the product itself Providing a reward helps Determining which clusters your consumer customers come from and seeking additional customers in other households located in those clusters..

The Common Type System (CTS) defines the characteristics of the types that must be used in managed code. Some important aspects of the CTS are the following: The CTS defines a rich set of intrinsic types, with fixed, specific characteristics for each type. The types provided by a .NET-compliant programming language generally map to some specific subset of this defined set of intrinsic types. One of the most important characteristics of the CTS is that all types are derived from a common base class called object.

Common Language Specification (CLS)

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