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Overview of Source Code Components........................................................................394 Declaring an Event.......................................................................................................395

An Event Is a Member.........................................................................................................................396 The Delegate Type and EventHandler.................................................................................................396

The lighting company s experiment would not have worked with businessto-consumer selling because consumer spending is Not continuous Far less predictable Much lower in volume and margins

Raising an Event ..........................................................................................................397 Subscribing to an Event...............................................................................................398

Removing Event Handlers...................................................................................................................400

However, consumer communications can also produce marvelous results. A chain of restaurants based in San Diego, advised by Judd Goldfeder at The Customer Connection, gave patrons a paper membership card, which was scanned when they arrived at one of the restaurants and used to award them points toward free meals. The program seemed to be working well. After the chain had issued 25,000 cards, it decided to replace the paper cards with plastic ones. When the new cards were ready, they were mailed out with a letter thanking the patron for his or her business. There was no offer or discount connected with the plastic card just a simple replacement. The results were dramatic. In the week before the cards were sent out, these customers visited the chain 1050 times. During the subsequent 13 weeks, this same group of patrons visited the chain an average of 1400 times per week. Sales to these customers increased by $12,000 per week, or $156,000 in total over the 13 weeks. The increased sales per dollar spent were $8.32.

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Standard Event Usage .................................................................................................401

Using the EventArgs Class..................................................................................................................401 Passing Data by Extending EventArgs ................................................................................................402 Using the Custom Delegate ................................................................................................................403

Verizon Information Services was experiencing high attrition in its sales of Yellow Pages advertising. The annual attrition ranged from 10 percent among long-term advertisers to 27 percent among new advertisers. The attrition amounted to over $250 million per year, which translated to over $1.4 billion over the life of the lost advertisers. This loss plus a lower than average acquisition rate was reducing Verizon s penetration in the marketplace. A study by the Verizon Database Marketing staff showed that there appeared to be two reasons for the high attrition rate: 1. Many small- to medium-sized businesses felt that Verizon had not established a satisfactory relationship with them. The Verizon sales representatives would make contact with their clients only once or twice a year. As a result, some business owners felt that they lacked a close working relationship with Verizon. 2. Small businesses often had dif culty understanding and calculating the value of Yellow Pages advertising. Figuring out how to assess their return on investment was dif cult for them.

The MyTimerClass Code ..............................................................................................406 Event Accessors ..........................................................................................................408 17: Interfaces .....................................................................................409 What Is an Interface ...................................................................................................410

In the left part of Figure 4-27, the collisionPoint is outside the triangle First concentrate on the T0,T1 boundary of the triangle You want to find out on which side of the boundary the collisionPoint is Look at vectors A = (collisionPoint T0) and B = (T1-T0) in the left part of Figure 4-27 If you rotate from A to B, you re rotating in a counterclockwise way However, in the right part of Figure 4-27, the collisionPoint is inside the triangle and thus at the other side of the T0,T1 boundary In this case, when you rotate from A to B, you re rotating in a clockwise way! This is definitely a way you can check on which side of the boundaries the collisionPoint is.

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