To determine ________,firms compare the investments they make in acquiring customers,retaining customers,and relationship enhancement with the financial return on those investments.
A)customer equity
B)brand personality
C)positioning
D)VALS
E)segmentation

Question

Quizplus · Accepted Answer

Customer equity is the value of a company's customer base, including the potential future value of current customers and the value of acquiring new customers. To determine customer equity, firms need to compare the investments they make in acquiring and retaining customers with the financial return on those investments. Relationship enhancement refers to improving the customer experience and increasing customer loyalty, which can also contribute to customer equity. Therefore, customer equity is the best fit for this description.

To Determine ________,Firms Compare the Investments They Make in Acquiring