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119. Of what use is a sustainable competitive advantage to a firm?

120. The text states, "Viewing customers with a lifetime value perspective, rather than on a transactionby-transaction basis, is key to modern customer retention programs." Create an example demonstrating a lifetime value perspective. Why is customer retention almost always a profitable marketing strategy?

121. Although most people do not have a personal marketing plan, when would one be appropriate?

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Test Bank for M Marketing 5th Grewal  

Test Bank M Marketing 5th Edition Grewal 2017 (Test Bank Download) (9781259446290) (1259446298). Instant access. All chapter are included. A...

Test Bank for M Marketing 5th Grewal  

Test Bank M Marketing 5th Edition Grewal 2017 (Test Bank Download) (9781259446290) (1259446298). Instant access. All chapter are included. A...