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play store app not running

I can open up play store on my tablet, and try to download an app, but then I get a msg "Unfortunately, google play store has stopped." Any ideas? I'm running ICS 4.0.3 on a brand new ZeKi TB782B 7" tablet.:(
 
i was told by zeki suppor tit wontplay google play i feel ripped off and solutions i need o tdownload app only google play can give me
 
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