Which of the following is false with regard to customer lifetime value?
a) It is a key measurement that forecasts a customer's lifetime economic contribution based on continued relationship marketing efforts.
b) It can be calculated by taking the sum of the customer's present value contributions to profit margins over a specific timeframe.
c) It includes not only an individual's propensity to engage in purchases but also his or her strong word-of-mouth communication about the firm's products.
d) All customers have equal value to a firm.
e) It is the only gauge that incorporates revenue, expense, and customer behavior and adopts a customer-centric approach.
Answer: d) All customers have equal value to a firm.
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Marketing
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