Sunshine Insurance Brokers Nigeria Limited (SIBNL) is a medium-sized insurance brokerage firm based in Port Harcourt, Rivers State. The firm provides life insurance, health insurance, and property insurance brokerage services to individual and corporate clients across the Niger Delta region. The Chief Executive Officer, Mrs. Ngozi Amaechi, recently attended a professional development seminar where she was introduced to the concept of consumer behaviour and the extended marketing mix for services. She has returned to the office convinced that understanding how clients make purchasing decisions and adopting the full 7Ps marketing mix would significantly improve the firm's client acquisition and retention rates. She has asked you, the Head of Strategy, to prepare a briefing paper for the management team. Required: (a) Explain the concept of 'consumer buying behaviour' and describe the FIVE stages of the consumer decision-making process, illustrating each stage with an example relevant to a client purchasing insurance from SIBNL. (10 marks) (b) The traditional 4Ps marketing mix is often considered insufficient for service businesses. Explain the THREE additional elements (the extended 3Ps) that make up the 7Ps marketing mix for services, and discuss how SIBNL can apply each of these elements to improve its service delivery and client satisfaction. (9 marks) (c) Define 'customer relationship management' (CRM) and explain THREE benefits of implementing a CRM system for SIBNL. (6 marks) Total: 25 marks