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advertising and promotion costs, which are not re ected in these numbers. The marketing costs ($20 per customer per year) are the amounts that Asian spent annually on the database and on communications with customers. This is a high number. Many car companies spend only a fraction of this amount on marketing to existing customers. The pro t is equal to the revenue less the costs. This pro t has to be discounted to re ect the net present value of the funds involved. The net present value is the current (today s) value of money that you are going to receive in the future, as $1000 to be received a year from now is not worth as much as $1000 received today. To compute the value of $1000 to be received a year from now, you have to discount it by an amount that re ects the cost of waiting. Waiting has a cost, because if you had the $1000 now, you could invest it and receive a return. By waiting, you forgo that return. We discount all future pro ts in a lifetime value chart to produce net present value. The numbers behind Table 4-4 are shown in Table 4-5. The discount rate re ects the fact that for Asian, automobile sales are a business-to-business transaction between Asian and its dealers. See 2 for the formula for the discount rates. Finally, of course, the lifetime value of a customer is derived by dividing the cumulative net present value number in each of the three

When the background thread exits, the RunWorkerCompleted event is raised, and its handler is executed on the main thread. The RunWorkerCompletedEventArgs parameter can contain information from the now completed background thread, such as the return value and whether the thread was canceled.

Factor Time delay 1 3 years Time delay 4 6 years Time delay 7 9 years Risk factor Cost of capital Rate 2.0 5.0 8.0 1.20 4.6%

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Although the BackgroundWorker class was designed for GUI programming, I ll start by showing its use with a console program since that s what we ve used throughout the book. In the next section, I ll show an example with a GUI program. This program creates a background thread that sums a sequence of numbers. Several times during the process it checks to see whether it has been canceled. If it finds it s been canceled, it cleans up and exits. Otherwise, if it goes to completion, it stores the total in the Result field and exits. Meanwhile, the main thread sums its own sequence of numbers and reports its total, along with the result from the background thread. using System; using System.ComponentModel; using System.Threading; // Must have this namespace // Must have this namespace

namespace ConsoleBackgroundWorker { class DoBackgroundwork { BackgroundWorker bgWorker = new BackgroundWorker(); public long BackgroundTotal { get; private set; } public bool CompletedNormally { get; private set; } // Constructor public DoBackgroundwork() { // Set BackgroundWorker properties bgWorker.WorkerReportsProgress = true; bgWorker.WorkerSupportsCancellation = true; // Connect handlers to BackgroundWorker object. bgWorker.DoWork += DoWork_Handler; bgWorker.ProgressChanged += ProgressChanged_Handler; bgWorker.RunWorkerCompleted += RunWorkerCompleted_Handler; } public void StartWorker() { if ( !bgWorker.IsBusy ) bgWorker.RunWorkerAsync(); } // This just calculates the sum of the integers from 0 to the input value. public static long CalculateTheSequence( long value ) { long total = 0; for ( int i=0; i < value; i++ ) total += i; return total; }

time periods by the original 264,124 customers. What we are computing is the lifetime value of these 264,124 customers. Table 4-4 tells us that the value of a newly acquired customer to Asian is $5010 in the ninth year.

public void DoWork_Handler( object sender, DoWorkEventArgs args ) { BackgroundWorker worker = sender as BackgroundWorker; // Do the background calculation long total = 0; for ( int i = 1; i <= 5; i++ ) { // Each time through the loop, check to see if we've been cancelled if ( worker.CancellationPending ) { args.Cancel = true; worker.ReportProgress( -1 ); break; } else { // If we haven't been cancelled, then continue the calculation. total += CalculateTheSequence( i * 10000000 ); worker.ReportProgress( i * 20 ); // Slow the program down to a more comfortable output rate // just for this demo. Thread.Sleep( 300 ); } } args.Result = total; } // Handle input from background thread. private void ProgressChanged_Handler ( object sender, ProgressChangedEventArgs args ) { string output = args.ProgressPercentage == -1 " Cancelled" : string.Format(" {0}%", args.ProgressPercentage ); Console.WriteLine( output ); } // On completion of background thread, summarize and store the result. private void RunWorkerCompleted_Handler ( object sender, RunWorkerCompletedEventArgs args ) { CompletedNormally = !args.Cancelled; BackgroundTotal = args.Cancelled 0 : (long) args.Result; // Cast from object } // Store the result and exit.

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