What is the retention rate—that is, the average percentage of customerswho continue to purchase from the firm from one time period toanother? A 90 percent retention rate means that if we have 100customers in the first year, we will have 90 at the beginning of thesecond year.

What is the retention rate—that is, the average percentage of customerswho continue to purchase from the firm from one time period toanother? A 90 percent retention rate means that if we have 100customers in the first year, we will have 90 at the beginning of thesecond year.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

What is the retention rate—that is, the average percentage of customers
who continue to purchase from the firm from one time period to
another? A 90 percent retention rate means that if we have 100
customers in the first year, we will have 90 at the beginning of the
second year.

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