If a marketer focuses on customer retention rather than just customer acquisition, customer lifetime value can be increased.
a. True
b. False
Indicate whether the statement is true or false
Question 2The mission of the National Association of Advertising (NAA) is to improve and strengthen the ad agency business, to advocate advertising, to influence public policy, to resist advertising-related legislation that it regards as unwise or unfair, and to work with government regulators to achieve desirable social and civic goals.
a. True
b. False
Indicate whether the statement is true or false
Question 3Customer lifetime value refers to all product category purchases that an individual will make during his or her lifetime.
a. True
b. False
Indicate whether the statement is true or false
Question 4One criticism of advertising is that it creates and perpetuates stereotypes.
a. True
b. False
Indicate whether the statement is true or false
Question 5Customer lifetime value is the net present value of the profit that a company stands to realize on the average new customer during a given number of years.
a. True
b. False
Indicate whether the statement is true or false
Question 6Growing evidence indicates that much human behavior is not under conscious control.
a. True
b. False
Indicate whether the statement is true or false
Question 7From a database perspective, each present or prospective customer is viewed as not just an address but rather as a long-term asset.
a. True
b. False
Indicate whether the statement is true or false
Question 8Over 60 percent of advertising is found to be deceptive.
a. True
b. False
Indicate whether the statement is true or false
Question 9An up-to-date database provides firms with a number of assets, including the ability to calculate the lifetime value of a product.
a. True
b. False
Indicate whether the statement is true or false
Question 10The FDA regulates the brewing and liquor industries.
a. True
b. False
Indicate whether the statement is true or false
Quick Reply
