University of Central Florida (UCF) MAR3023 Marketing Practice Exam 1

Customer lifetime value (CLV) is significant for businesses because it provides an estimate of the total worth of a customer over the duration of their relationship with the company. This metric goes beyond a single transaction and takes into account the repeating nature of purchases and the potential for upselling or cross-selling opportunities. By understanding CLV, businesses can make informed decisions about how much to invest in acquiring new customers and retaining existing ones.

Using CLV, companies can evaluate the long-term profitability of different customer segments and strategize their marketing efforts accordingly. This insight enables businesses to allocate resources more effectively, prioritize customer engagement efforts, and optimize customer service, ultimately enhancing overall profitability and sustainability.

While other options may touch aspects related to customer behavior or marketing efficacy, they do not encapsulate the long-term financial implications and strategic value that CLV provides.