1. Customer equity includes the LTV of:
   1. past and present customers
   2. present and future customers
   3. present customers only
   4. past, present, and future customers

2. The metric that measures how well an enterprise is using customers to create short-term and long-term value is:
   1. return on investment
   2. return on customer
   3. return on equity
   4. quarterly product sales

3. Gupta and Lehmanns customer equity study showed that customer equity was measurably impacted most by:
   1. reducing the cost of new customer acquisition
   2. increasing customer retention rates
   3. raising product margins
   4. increasing stock prices

4. All of the following represent lifestyle changes relevant to predicting LTV change except:
   1. A customer signs up for an e-mail newsletter.
   2. A privately held business goes public.
   3. A customer earns an advanced degree.
   4. A customers health status changes.

5. Traditional measures of financial success emphasize:
   1. prioritizing long-term value over short-term value
   2. prioritizing short-term value over long-term value
   3. balancing short-term value with long-term value
   4. focusing on long-term value to the exclusion of short-term value