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6 marksThe Concept of Marketing and Marketing Orientations

CAPE Management of Business Unit 2 · 2011 (Specimen) · Paper 2 · Question 3(a)(i)

Due to high duty on new vehicles, most people in Birds' Isle buy used or refurbished vehicles aged 5+ years. Trans Island Motor (TIM) retails hard-to-find spare parts for these used vehicles and commands a large market share.

Explain how EACH of the following concepts may be used to evaluate the marketing function: a) The product concept b) The sale concept c) The marketing concept

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Other parts of this question

  1. 3(a)(ii)Outline TWO reasons why the marketing concept is the BEST approach for TIM.[4 marks]
  2. 3(b)Discuss THREE factors in market conditions that the marketing manager of TIM needs to consider when seeking to secure a competitive advantage in the market…[9 marks]
  3. 3(c)Discuss TWO capabilities in the firm that the marketing manager of TIM needs to consider when seeking to secure a competitive advantage in the market place.[6 marks]

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