Which of the Following Is False with Regard to Customer

Multiple Choice

Which of the following is false with regard to customer lifetime value?

A) It is a key measurement that forecasts a customer's lifetime economic contribution based on continued relationship marketing efforts.
B) It can be calculated by taking the sum of the customer's present value contributions to profit margins over a specific time frame.
C) It includes not only an individual's propensity to engage in purchases but also his or her strong word-of-mouth communication about the firm's products.
D) All customers have equal value to a firm.
E) It is the only gauge that incorporates revenue, expense and customer behaviour, and adopts a customer-centric approach.