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6 marksThe Concept of Marketing and Marketing Orientations

CAPE Management of Business Unit 2 · 2008 · Paper 2 · Question 3(a)(i)

Trans Atlantic Motor Spares (TAMS) operates on Emerald Isle, where high duty on newer vehicles makes older used cars prevalent. TAMS specialises in hard-to-find spare parts for used motor vehicles and commands a large market share.

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

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Other parts of this question

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

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