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Customer retention or relationship programs are based on what concept? It is important to maximize profits through offering the highest possible product quality to customers. A frequency marketing program to retain customers is a must. O Customers should be viewed from a lifetime value perspective rather than on a transaction basis. O Targeting, positioning and marketing mix strategies should be as homogenized as possible. It is important to maximize profits through offering the highest possible product quality to customers and at the same time, have a frequency marketing program to retain customers