Criticism
Critics take issue on several points. First, the method is descriptive only, and does not provide a mechanism to forecast behavior as a predictive model might. Second, when used to target customers for promotion, it assumes that customers are likely to continue behaving in the same manner. That is, it does not take into account the impact of life stage or life cycle transitions on likelihood of response. Finally, when used as the primary targeting method, it may lead to overmarketing to the most attractive RFM segments and to neglect of other segments that would be profitable if developed properly.
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Famous quotes containing the word criticism:
“Homoeopathy is insignificant as an art of healing, but of great value as criticism on the hygeia or medical practice of the time.”
—Ralph Waldo Emerson (1803–1882)
“In criticism I will be bold, and as sternly, absolutely just with friend and foe. From this purpose nothing shall turn me.”
—Edgar Allan Poe (1809–1845)
“I consider criticism merely a preliminary excitement, a statement of things a writer has to clear up in his own head sometime or other, probably antecedent to writing; of no value unless it come to fruit in the created work later.”
—Ezra Pound (1885–1972)