According to customer lifetime value, why is it better to retain an existing customer than to acquire a new one? A. Costs are lower and profits are lower if every customer is a first-time customer. B. Costs are higher and profits are higher if every customer is a first-time customer. C. Costs and profits will remain the same regardless if a customer is a first-time customer or not. D. Costs are higher and profits are lower if every customer is a first-time customer. E. Costs are lower and profits are higher if every customer is a first-time customer.