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What is a best measures of actual and potential value

Discuss the below:

What are likely to be the best measures of actual and potential value for each of the listed customer bases?

• Customers for a B2B electronics components distributor

• Customers for a dry cleaner

• Customers for an automobile manufacturer; for an automobile dealer

• Customers for a large regional supermarket chain

• Customers for Disney World; for Six Flags; for Club Med

• Customers for CNN; for HBO (Caution: They're different. CNN sells viewers to advertisers while HBO sells programming to viewers.)

Detailed answer with explanation please, ASAP. Question is from book "Managing Customer Relationships: A Strategic Framework, 2nd ed, Don Peppers and Martha Rogers, John Wiley & Sons, 2011"

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