Select the pair of words or phrases that best completes the following sentence. With respect to a company's marketing performance, customer equity may be a superior measure than market share or current sales. Whereas sales and market share reflect the __________ ; customer equity reflects the __________.
A) customer satisfaction; customer loyalty
B) competitive pressure; internal effort
C) sales effort; marketing effort
D) profitability; ROMI
E) past; future

Question

Quizplus · Accepted Answer

Sales and market share are measures of past performance, while customer equity is a measure of the potential for future revenue generation based on customer loyalty and lifetime value. Choice E correctly pairs the words "past" with "sales and market share" and "future" with "customer equity."

Select the Pair of Words or Phrases That Best Completes