Which of the following statements BEST describes customer equity?
Customer equity is simply the financial result achieved by a single marketing strategy.
Customer equity is the difference between the total benefits of a firm's whole marketing program and total costs of obtaining those benefits, as the group of target customers sees it.
Customer equity is increased when a firm is able to increase the earnings stream expected from current or prospective customers.
Customer equity is decreased whenever the firm's costs of offering a marketing mix is increased.