Value creation is central in B2B Marketing. Value creation can only take place when a buyer's offer is accepted by the customer. Throughout the semester we discussed value creation in depth. 1a: Please discuss how, for each of the three benefits Ulaga and Eggert (2006) discuss, we can increase these benefits for a B2B product or service of your choosing. As a manager, in what order would you prioritise these benefits and why? 1b: The paper of Ulaga and Eggert is titled "Value-Based Differentiation in Business Relationships". Providing such value includes a role of the supplier, the buyer, and the relationship between the two. Please discuss whether or not the buyer can also create value for itself in its exchange with the supplier. You can also draw on the ideas of Hinterhuber et al. (2021) and Kraljic (1983) in your answer.