It would be best if your response to question 1 came from your own experience. However here's an example from my own (written in the type of way that might be right for your situation):
"I was worried about a strange noise from underneath my car, so I visited my local garage. Despite the fact that the boss was busy on another job, he found time to speak to me and examine my car straight away (thus making me feel a valued customer). He found the problem and then allowed me to choose between having him order the part or going to fetch it myself (for which he provided clear information abut where to go and what to ask for). I appreciated being offered a choice in the way foward.
When I'd got the part myself I returned to the garage and asked the boss when he might have time to fit it. Once again he broke off from his other tasks and immediately set to work on my job. (This again made me feel that I was 'important' to him). After ten minutes he'd finished the job and I asked him what I owed him. He smiled and said "You're a regular customer. Have that one on me". That not only pleased me financially but ensured that I'd (a) continue to use his services and (b) recommend him to other people as well"
Your response to Q2 also really ought to come from what matters (or doesn't matter) to you in your work. It should also reflect the type of work you're applying for. (There's not much point saying that you constantly need new challenges if you're applying for the most deadly dull job in the company!)
So if, say, you're applying for a customer-facing role (such as in a BP service station) you need to write something roughly like this:
"I'm the type of person who can cope well with routine tasks and I take pride in doing them efficiently. However human contact is important to me and simply getting a smile from a customer can boost my day. I like to set myself targets as to how well I can do a job; that type of 'competition' is far more important to me than 'beating' my colleagues, with whom I would prefer to cooperate rather than compete".
[Disclaimer: The foregoing has been written with quite a lot of wine inside me. I'll probably look at it tomorrow and think of a million ways it can be better. However I hope that it will still give you a few starting points]