In buying insurance, some SMB customers just want the lowest-priced options for each type ofinsurance, whereas others want value added services (e.g. risk management guidance) and a complete integrated insurance solution. How should Federated respond to customers who are strictly focused onprice? In your view (support this using applicable citations from the 6th Edition of your text), what are thepoints of difference that Federated should illuminate in their proposal to these price buyers?