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The successful marketer understands that the key to her success is the relationships her firm is able to develop with current customers and potential customers, Moreover, her goal is to achieve the full potential of each of these relationships for the benefit of the firm.

This marketer clearly understands

a$.$ that customers' needs, desires and habits are homogeneous.

b$.$ that data is of limited use in helping the firm understand the needs of customers.

c$.$ that customer lifetime value includes only the value of what customers purchase from the firm.

d$.$ that the only way for the firm to increase profits is to constantly acquire new customers.

e$.$ that customer loyalty leads to increasing long$-$term profitability for the firm.