In calculating the lifetime value of a market segment,the figures that are more difficult to obtain and are contained only in the marketing database are:
A) retention rates and purchases per year
B) fixed and variable costs
C) database costs and acquisition costs
D) marketing and advertising costs

Question

Quizplus · Accepted Answer

Retention rates and purchases per year are specific to the market segment and can only be obtained from the marketing database. Fixed and variable costs, database costs, acquisition costs, and marketing and advertising costs may be available from other sources as well.

In Calculating the Lifetime Value of a Market Segment,the Figures