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2 marksThe Concept of Marketing and Marketing Orientations

CAPE Management of Business Unit 2 · 2021 · Paper 2 · Question 2(a)(ii)

Water is Life Ltd produces packaged spring water in various bottle sizes. Sales have stagnated and losses occurred over three years under the selling concept, prompting market research.

Define the term 'the selling concept'.

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Other parts of this question

  1. 2(a)(i)Define the term 'market research'.[2 marks]
  2. 2(b)Explain THREE primary research techniques that Water is Life Ltd could use to conduct market research.[9 marks]
  3. 2(c)(i)Discuss ONE advantage and ONE disadvantage of adopting the mass marketing approach.[8 marks]
  4. 2(c)(ii)Discuss ONE benefit to the organization of segmenting the market.[4 marks]

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