ESB Certification Practice Exam 2026 – Complete Study Resource

Question: 1 / 405

What type of costs are represented by SEO Marketing and Affiliate Programs?

Customer retention cost

The focus of SEO Marketing and Affiliate Programs aligns with the strategy of attracting and acquiring new customers. These types of marketing expenses are aimed specifically at increasing visibility and driving traffic to a business, which directly translates to gaining new customers. Customer acquisition costs encompass all expenses related to marketing efforts that aim to convert potential customers into actual buyers.

In contrast, customer retention costs would involve strategies and initiatives aimed at maintaining the loyalty of existing customers, such as loyalty programs or customer service improvements. Therefore, while both customer retention and customer acquisition are crucial for business growth, SEO Marketing and Affiliate Programs are primarily categorized under customer acquisition costs, as their primary objective is to attract new customers rather than retain the current ones.

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Customer acquisition cost

Supplier costs

Operational costs

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