Question $1$

$($Marks: $60)$

Q$\mathrm{.}1\mathrm{.}1$ Although there are a number of opinions on the types of B$2$B customers that exist,

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a generally accepted categorisation are four basic types of B$2$B customers $($Makhita & Cant $2020).$ With the use of examples related to the case study, discuss any two types of B$2$B customers.

Q$\mathrm{.}1\mathrm{.}2$ B$2$B buying is of strategic importance to any organization $($Makhita & Cant $2020).$

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With the use of examples related to the case study, explain the reasons why B$2$B buying is of strategic importance to the selling organisation.

Q$\mathrm{.}1\mathrm{.}3$ The selection of the correct competitive strategy depends on the industry, the

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competitor analysis and the specific capabilities of the organisation. $($Makhita & Cant $2020).$ Discuss differentiation and focus competitive strategies. Use examples related to Makro to illustrate your answer.

Q$\mathrm{.}1\mathrm{.}4$ Marketing segmentation takes place in both the consumer marketing and the B$2$B

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marketing environment $($Makhita & Cant $2020).$ With the use of examples related to Makro, discuss the criteria for segmenting a B$2$B market.