Customer Equity Is

Customer equity is

A) simply the financial result achieved by a single marketing strategy.
B) the total difference between the benefits of a firm's whole marketing program and total costs of obtaining those benefits, as the group of target customers sees it.
C) increased when a firm is able to increase the earnings stream expected from current or prospective customers.
D) decreased whenever the firm's costs of offering a marketing mix increase.
E) the difference between the benefits of a firm's marketing mix and the cost of obtaining those benefits--as a particular customer sees it.