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How do people see Space Marines in Epic?
This is tricky. I see Space Marines in Epic as a force that should be disproportionately capable for their size. Their small numbers should be balanced by excellent maneuverability and the ability to handle significantly larger numbers of enemies if they're cautious.
Space Marine infantry should be tough and reliable. Space Marine vehicles should be excellent generalists. The Land Raider should be the toughest vehicle in the game by a hefty margin, excepting the Monolith. Space Marine air support should be capable of transport, air support, or bombing - as necessary.
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How should Space Marines be fighting on the Epic battlefield?
Maneuver and concentrated firepower. Durable Eldar isn't quite right, but isn't quite wrong, either. Basically less numerous, tougher, slightly slower Eldar. Avoidance and concentrated strikes that overwhelm the enemy locally. Except where the Eldar run away, the Marines stomp everything flat then walk away.
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What sort of units should be common?
The basis of any Space Marine army should, IMO, be the Battle Company. 60 Tacticals, 20 Assaults (which can be Bikes or Land Speeders as well). This should be supplemented by elements from other companies - be that other Battle Companies, the reserves, or the 1st and 10th. However, the Battle Company should be the focus. If there's no Battle Company, something's a little off.
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What should be rare?
Things like Terminators and Scouts should be supplements to the existing forces. Land Raiders should be relatively uncommon relative to other vehicles. Predators should be the backbone of a Marine armored presence on the table.
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What about Allies?
Allies should be distinctly optional for Marines (and also a little less common than in other armies). Marines are the Imperium's rapid-response force. All too often, they don't have the luxury of Allies. And when they do, their independence (and unique tactics) will mean that they have relatively few. Marines should be able to function well without Allies - because they'll often need to.
This is tricky, since there are some areas where Marines are intentionally weak in the background. However, it would seem reasonable that they should either have Marine ways of shoring up those weaknesses or have those weaknesses preserved, rather than being able to consistently supplement them with Allies.
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What strategies should lead to success with a Space Marine army?
I'm not sure. I'd say Space Marines should be a balance between Drop Podding, Thunderhawking and Ground. Any of the three options should be equally capable on its own, though it need not be quite so capable as one or more of them together. All should be able to perform effectively without recourse to Allies.