QUESTION 30

1. The most important factor in RFM is?

   	A.	Average marketing cost
   	B.	Monetary value
   	C.	Frequency
   	D.	Recency

QUESTION 31

1. Loyal customers are highly valued by most organizations because. . . ?

   	A.	They require less marketing investment than other types of customers
   	B.	Once loyal, they are loyal for life as customers are creatures of habit
   	C.	New customers are unlikely to become loyal customers as they are brand switchers
   	D.	There is a strong relationship between loyalty and profitability

QUESTION 32

1. Reasons companies introduce loyalty programs include all of the following except?

   	A.	To build a database of customer information
   	B.	To lower their marketing costs
   	C.	To differentiate their brand from competitors
   	D.	To improve customer retention

QUESTION 33

1. The five key DR words include everything except?

   	A.	Retention
   	B.	Acquisition
   	C.	Trial
   	D.	Data