A customer's lifetime value is calculated by:

Question $6$ options:

a$)$

Summing the projected annual profitability of the customer

b$)$

Adding up all the sales to the customer plus the sales for all sales generated by referrals from said customer

c$)$

Summing the annual sales of the customer and then dividing by the projected lifetime

d$)$

Finding the NPV of a customer's projected lifetime profits for the firm