1. The demand chain includes all of the following except:
   1. sales
   2. production
   3. marketing
   4. customer service

2. Predictive modeling includes all of the following steps except:
   1. devising an equation for LTV that includes data on measurable behaviors
   2. identifying the most predictive variables currently available
   3. generating a second equation to predict individual customers LTV
   4. using transactional data to calculate LTV retrospectively

3. All of the following are leading indicators of LTV change except

a. Lifetime value drivers

b. Employee attitudes

c. Behavioral cues

d. Lifestyle changes

4. Which of the following reasons help explain why companies tend to focus on short-term performance?
   1. the investment communitys obsession with short-term performance
   2. Because they believe that it is more rational and constructive.
   3. customers obsession with short-term performance
   4. a and c

5. Illustrating the importance of the customer as financial asset, Amazons Jeff Bezos has said that he prioritizes spending on all of the following except:
   1. advertising
   2. free shipping
   3. lower prices
   4. service enhancement