So for the longer questions, you have to:
Write a definition that describes the key term in the question
Write two paragraphs that considers both sides of the argument - use information from the case study, link separate pieces of information together, state the affects on the business and always stay in context!
Then, on the "evaluate" questions, you have to write an evaluation at the end, giving your own opinion as to whether you agree/disagree with the statement or what aspect you believe is most important. Here, you need to make a judgement AND a justification whilst still staying in context.
I hope this helps!