1) define customer equity and how to increase it. Customer Equity: The value of possible future revenue generated by a company's customers over their lifetime. A company with high customer equity will be valued at a higher price than a company with low customer equity. Therefore, the more loyal a customer, the greater the customer equity. The company can increase customer equity by creating a competitive advantage. There are reasons for customer equity: 1- Brand equity: high-end ladies love Herms and Channel bags because it's the brand 2- Equity: the price and offer that people prefer but of Wall Mart rather than targeting. or a dollar store rather than any store. 3- Relational equity: what pushes the customer to buy in this store rather than in any store. For example, I like to go to the nail spa that is in the Milford mall, even though there is a nail spa right next to my door and it is cheaper. However, I'm comfortable in Milford Mall, they know me by name, they know what colors I like. Examples of high capital companies, Facebook, Apple, MacDonald.2) describe different types of customers and explain how they should be treated • Loyal customers: they represent no more than 20% of the customer base. However, they represent 50% of sales. • If we want to increase business customers and market profits, we should consider loyal customers, try to be in touch with them regularly by telephone, email, mail. Because in many situations, the more you do for them, the more they will recommend you to others through “word of mouth” called “buzz marketing”. Discount customers: They usually shop in stores, however, their choices depend on the product range. discounts.•• Impulsive customers: they don't...... middle of paper ......t conversations and consumers' lives.2- free advertising using social networks like, instrgram, twitter, Facebook etc. Using email, blogs, websites, YouTube, social media, today's marketers are combining communication methods that lead to targeted two-way customer relationships.2- Usage and Technologies of the Internet have made connections easier, people can contact each other in one click with big grope or small grope, local or overseas.3- Communication is now more effective4- Communications have no limits, it's cheaperAdditional credit: Tom's video I really loved this idea, it's really nice to think of others especially when they are poor. People like me don't like to waste their money on shoes, but when I knew that when I buy a pair of shoes and another person needs that shoe and it will help another person, I 'would buy. It's a good and intelligent idea of ​​humanity.