Final answer:
New customers impact the net marketing contribution by providing additional revenue but are usually not the main profit drivers. Retained customers typically buy more and can advocate for the brand, highlighting the importance of customer loyalty. Over time, new customers can become valuable if they turn into repeat customers.
Step-by-step explanation:
The question of which statement is true of new customers can be quite nuanced. New customers are important to businesses, but they may not necessarily be a company's best customers right away. They are less likely to recommend a company's product compared to repeat customers who have had more positive experiences and established trust with the brand. However, new customers do impact the net marketing contribution by bringing in additional revenue, although they typically do not buy more than retained customers initially. Over time, if their experience is positive, they can become repeat customers who are more profitable in the long run. Ultimately, new customers are not usually the main profit driver for a business; that role more commonly lies with loyal, repeat customers who make frequent purchases and can advocate for the company to others.