Moving to another question will save this response. Question 15 of 30 estion 15 0.666 points Savec It is not enough for a firm to attract new customers; the company must also keep them. Today, many firms suffer from high customer churn - customers do defect. To rectify this situation companies may seek to: (a) Define and measure retention rates; (b) Distinguish the causes of customer attrition and identify those that can be managed better and; (c) Compare the lost customer's lifetime value to the costs of reducing the defection rate. True False Moving to another question will save this response. Question 15 of 30 >>> 10-1. 7/642 ng to another question will save this response. Question 16 of 30 U Save Answer 0.666 points Customer equity is the total combined customer lifetime values of all of the company's current and potentia customers. The more loyal the firm's profitable customers, the higher the firm's customer equity. Not all customers, not even all loyal customers, are good investments. Theory classifies consumers into four categories. Which category represents consumers that represent the highest profit potential? Moving to another question will save this response.