Universities constantly send information, promotions and solicitations to their graduates, even recent graduates who are unlikely to make major donations to the school. Universities know if they can create loyalty, the _______________________ or sum of graduates' purchases and donations over their entire life can be considerable.
A)average return on investment
B)behavioral loyalty return
C)customer selling value
D)donor gratitude endowment
E)customer lifetime value

Question

Quizplus · Accepted Answer

The term that best fits the blank is "customer lifetime value." This term refers to the total amount of purchases and donations a customer (in this case, a graduate) makes over their entire lifetime. Universities are aware that recent graduates may not have a lot of money to donate immediately, but by fostering loyalty, they can potentially increase the customer lifetime value of their graduates.

Universities Constantly Send Information, Promotions and Solicitations to Their Graduates