What best defines prospects in a customer acquisition context?

• A. People who have bought from the company
• B. The culmination of the products, services, and experiences that a brand provides to convey value and meet customer wants, needs, and expectations
• C. Potential customers who haven't bought from the company yet
• D. Occurs when different companies or competitors have conflicting goals

Answer: (C)

Prospects are potential customers who haven't bought yet. In customer acquisition, the focus is on identifying individuals or organizations that fit the target profile and show some interest or potential to become buyers, then guiding them through awareness to consideration to purchase. This distinguishes them from current customers, who have already made a purchase, and from statements about a brand’s value proposition or competitive dynamics, which describe outcomes or external factors rather than the status of the audience. So the best definition is that prospects are those who could become customers but haven’t bought from the company yet.