Customer Lifetime Value

question 113

Multiple Choice

Customer lifetime value

• A)emphasizes a short-run approach to marketing management.
• B)is basically a historical measure of how profitable a firm has been in the past.
• C)applies to firms that target final consumers but not to firms that target business customers.
• D)will increase if a firm increases its market share with a particular strategy.
• E)considers what a customer purchases from a company over the lifetime of the relationship.

---

Definitions:

Brand Licensing

A contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee.

Strategic Brand Alteration

The process of making deliberate changes to a brand's identity, positioning, or attributes to achieve specific business objectives.

Rebranding

The process of changing a company's corporate image, identity, or strategy, often through modifying names, logos, marketing strategies, and other visual communication to create a new perception among consumers and stakeholders.

Food and Drug Administration

The federal agency responsible for protecting public health by regulating food safety, pharmaceuticals, medical devices, and cosmetics.