SuperTech Engineering Group produces automotive components which it sells directly and indirectly to major automotive manufacturers. It recognises that its future is critically dependent on not only its customers but also its supplier and distribution networks. The Marketing Director is anxious to gain a more detailed understanding about likely future consumer buying patterns and the impact of these on the organisation. She has requested that specific research data is gathered on projections for customer future spending plans (amounts of money spent and volumes of purchases). She has also instructed that all Marketing Managers must conduct a detailed analysis to ensure that all elements of the marketing mix are fully co-ordinated and meet the needs of clearly identified customer segments. It is imperative that messaging is clear and consistent. Like all business functions, the Marketing Department is under pressure to achieve significant cost reductions, whilst supporting revenue growth. If successful, SuperTech Engineering Group will achieve its key business goal.

a) Identify and explain the five importance of marketing to managing director of the company.

10 Marks

b) In the context of SuperTech engineering group explain the consumer buying process and how this process could help the gain meet their customer needs

10 Marks