SECTION A (60 MARKS) COMPULSORY Attempt all questions in section A (la & lb) JESTION 1a (44 MARKS) i. Nowadays it is common to hear people use the terms customer and consumer interchangeably. Thus, they see no distinction between consumer behaviour and customer behaviour. However, a clear distinction of the terms is vitally important for successful marketing strategy. Distinguish between consumer behaviour and customer behavior indicating the marketing implication for businesses (5 marks) ii. It is very important to understand the needs and wants of customer by conducting market research in order to create a satisfied customer. In the context of customer satisfaction, discuss the statement "consumer research is more scientific than guerilla marketing strategy (5 marks). For businesses to be able to serve the needs of their customers better, they need to be democratic. With examples and scenarios, discuss business democracy and explain any three (3) reasons why companies must follow the democratic principles (5 marks) iv. Discuss any five (5) main circumstances under which customers become competitors of business organizations and indicate the marketing implications for businesses