Imagine we just joined the marketing team of a company that sells products to two customer segments: other businesses and individual consumers. We are tasked with conducting a value analysis for the two segments of customers. We've learned two alternative definitions of value from Colgate & Smith (2007) and from Ulaga & Eggert (2006).

Please use the two value frameworks to answer the following:

(1) how is value defined with respect to EACH customer segment?

(2) what types of value would each customer segment consider?

(3) how can the company create value to the segment of individual consumers? Choose ONE value type (Colgate & Smith (2007) and from Ulaga & Eggert (2006)) and discuss how the company can create that value type to the individual consumer customer segment using THREE different value sources.