a-There appears to be a growing tendency for companies to seek competitive advantage by applying customer focused strategies. This customer focus is evident from a number of companies including customer orientation in their corporate mission statement. 1-Explain the concept of customer profitability analysis. Give examples of cost drivers used in this analysis 2-How does the life time analysis differ from the basic customer profitability approach? Explain 3-Show reasons why might an organization choose to keep an apparently unprofitable customer. 4- Should the company in its customer profitability analysis use activity based costing approach or traditional product and service costing approaches. Explain the reason behind your answer. (20 marks) b- Provide brief information about the IMA(Institute Of Management Accountants), its history, mission, vision, core values , conditions for membership ...etc.( not more than 200 words) (10 marks)