Chapter 11 Assignment: Building Customer Relationships Through Effective Marketing =3or25 Toral points: 15 In her introduction to Business class, Chiara's professor has emphasized the importance of recognizing customer lifetime value (Ci.V) to the success of a business. Which of the following is not true regarding CLV? It is a measure of a customer's worth (sales minus costs) to a business during the customer's iffetime. Since life expectancies vary and constitute mere peojections, it is very diffcult to calculate. The amount of money a company is willing to spend to retain customers is a factor to consider. Generally, when marketers focus on customers chosen for their lifetime value, they earn higher profits in future periods than when they focus on customers selected for other reasons