Which of the Following Statements About Evaluating Database Marketing Performance

Which of the following statements about evaluating database marketing performance is NOT true?

A) Marketers should get away from the use of "average purchases" and instead use individual accounts.
B) Marketers should award points to criteria such as recency of purchase, frequency of purchase and monetary value of purchase to identify worthwhile accounts.
C) Break- even costs and profitability for each customer can and should be calculated for each account.
D) Marketing activities should be directed at those patrons who have made the most frequent purchases.
E) all of the above