The dollar value of a customer relationship based on the present value of the projected future cash flows from the relationship is known as:
A) customer lifetime value.
B) customer satisfaction.
C) purchase intention.
D) likeability.

Question

Quizplus · Accepted Answer

explain the role of marketing metrics and the ongoing evaluation of marketing performance in the marketing cycle. Customer lifetime value is a metric of the dollar value of a customer relationship based on the present value of the projected future cash flows from the business/customer relationship.

The Dollar Value of a Customer Relationship Based on the Present