1. It is important for any business to understand where their customers are positioned in terms of their tenure with the company. When customers climb the ladder, their value to a company grows. You are required to:

a. Identify the difference between customer journey and customer value ladder (5 marks).

b. Explain how Myer has achieved value using an appropriate theoretical framework (5 marks)

c. Provide examples of each stage of the value ladder for Myer (10 marks).