1. How does strategic customer management differ from selling? How is it strategic? Discuss your answer with examples. (10 Marks)

2. Discuss the importance of the resource-based theory of the firm, in assessing company's strengths (and weaknesses). What are the key factors to evaluate when organisations are deploying resources, capabilities and competencies in a specific market or segment to create competitive advantage? (10 Marks)

3. Should business concern itself with non-business issues (e.g., the environment, genetically-modified foods, climate change)? If so, why? If not, why not? (10 Marks)

4. How can retailers practice the (co-)creation and delivery of value for customers, partners, and society- at-large? (10 Marks)