SS1 FIRST TERM MARKETING LESSON NOTE

 Introduction to Marketing
 Introduction to Marketing continued
 Introduction to Marketing continues
 Introduction to Marketing continued
 Marketing Concepts
 Marketing Concept continued.
 First Term Mid-Term Assessment
 Market Segmentation
 Classification of Product
 Marketing Mix (4ps)
 Marketing Mix (Cont.)
 Marketing Mix (Cont.) 2
 What Market do1
 First Term Final Assessment

WEEK 1
Introduction to Marketing
Performance Objectives
Students should be able to explain:
1. Meaning of marketing
Content
1. Meaning of Marketing
Meaning of Marketing
Marketing is life, this connotes that everything man does on earth
revolves around marketing. When a man's need is met with the
exchange of what the partner possesses, then marketing has
taken place. Marketing starts from and with the identification of
felt need and satisfaction if such at a profit.
Scholar around the world has defined marketing as follows:
According to the American Marketing Association(AMA);
"Marketing is the performance of business activities that direct
the flow of goods and services from the producers to consumers
or end-users".
According to Boone and Kurtz "Marketing involves analysing
customer needs, securing information needed to design and
produce goods or services that match buyers expectations, and
creating and maintaining relationships with customers and
suppliers ".
According to the Institute of Marketing London "Marketing is the
management process responsible for identifying, anticipating and
satisfying consumer requirements profitably".
The principle of marketing is anchored on exchange and
marketing creates the exchange process through the
performance of the following activities: buying, selling,
transportation, storing, financing, risk talking, standardization and
grading, obtaining market information.
The marketing concept is said to be based on three fundamental
principles which are:
i. Identifying and satisfaction of consumer needs.
ii. Satisfaction of consumer needs through an integrative effort;
iii. Focus on long term objectives as opposed to short- term
success.
It is essential to note that marketing is not the same as selling.
Marketing is macro while selling is micro, that is, marketing
begins at the period when a man decides to satisfy his needs and
wants with an exchange.

WEEK 2
Introduction to Marketing continued
Performance Objectives
Students should be able to explain:
1. Meaning of:
i. needs,
ii. wants,
iii. demands,
iv. products,
v. exchange transactions
2. Markets and Marketing management.
Content
1. Marketing terms
i. needs,
ii. wants,
iii. demands,
iv. products,
v. exchange
vi. transactions
2. Markets and Marketing management.
Definition of Marketing Terms
Marketing terms are referred to as technical words, jargons or
professional expressions or statements or symbols generally
recognised by marketing professionals. The following among
others are marketing terms:
(i) Need: Need is essential, not extravagant. Need is basic and is a
state of felt deprivation of some basic satisfaction. Need is
immediate, necessity, urgent, they are pressing. The point is that
a person may not need what he wants but may want what he
needs.
(ii) Wants: Wants are desires, expectations, wish, cravings,
affection and most often extravagant. They are not immediate nor
necessity as needs. For instance, the need for school sandals
against want for the expensive and extravagant designer shoe.
iii. Demands: In economics term, demand means the quantity of a
commodity that a consumer is willing to buy and able to buy at a
given price and at a particular time. Wants without a purchasing
power and willingness to part with funds to satisfy it is not a
demand but a gift.
iv. Products: Products connotes anything that can be offered to
someone to satisfy a need or want. It is what is given in exchange
for something. Products are both tangible and intangible, visible
or invisible. Tangible products are what can be seen such as a
textbook, car, school uniforms etc. While intangible products are
services such as teaching, laundry services, banking transactions.
Services are consumed as they are produced while products can
be stored in inventory.
v. Exchange: This is the commodity or something given to get
something. It can be in form of money, time, talents, resources,
materials etc. and before the advent of money, there was trade
by barter. Trade by barter simply means exchange of what
someone has with or to get what other does not have.
vi. Transaction: This connotes negotiations, business dealing and
management. This is the process of what transpires between a
client and service provider, a buyer and seller, a retailer and
wholesaler, a teacher and a student.
vii. Market: This comprises all the potential customers who are in
need or want of a particular product or item or people who are
willing and able to engage in a business transaction in exchange
to satisfy the need and want.
viii. Marketing: It is a social and managerial process by which
individuals and groups obtain what they need and want through
creating and exchanging products and values with others.
ix: Utility: It is the consumer's estimate of the products overall
capacity to satisfy felt needs. This can be in term of grading of the
product from the most need satisfying to the least need
satisfying. It is the maximum satisfaction derived from the
consumption of a product by the consumer.
x. Value: This refers to the perceived rating of the product offer
for the price and this also connotes the degree of satisfaction
derived from the consumption of a product viz-a-viz the amount
paid to exchange the product. There must be a principle of equity
and fairness in value, utility and exchange.
xi. Marketing management: It is the analysis, planning,
implementation and control of programmes designed to create
and maintain beneficial exchange and relationships with the
target market for the purpose of achieving the organisational
objective(s)

WEEK 3
Introduction to Marketing continues
Performance Objectives
Students should be able to:
1. List functions of marketing system
2. Explain maximize consumption
3. Explain maximize consumer satisfaction
4. Explain maximize choice
5. Explain maximize life quality
6. Explain maximize profit
Content
1. functions of the marketing system
2. maximize consumption
3. maximize consumer satisfaction
4. maximize choice
5. maximize life quality
6. maximize profit
Functions of Marketing
The following are the functions of Marketing:
1. Maximize consumption
2. Maximize consumer satisfaction
3. Maximize choice
4. Maximize life quality
5. Maximize profit
1. Maximise consumption: This concept connotes that marketing
job should be to stimulate, enhance and increase consumption
which will, in turn, create consumption, which will in turn yield to
maximum production, employment and wealth creation. This is
based on the marketing philosophy or ideology that the more
people buy and consume, the happier they become.
2. Maximise consumer satisfaction: According to Kotler and
Armstrong, this concept relates to maximizing consumer
satisfaction and not consumption i.e satisfaction people get from
consuming certain goods such as status goods depends on few
other people having these goods.
3. Maximise choice: This function philosophy opines that some
marketers believe that the goal of a marketing system should be
to maximize product variety and consumer choice.
4. Maximise life quality: This concept views that quality of life is a
worthwhile goal for the marketing system but they recognise that
it is not easy to measure and that it means different things to
different people. Kotler and Armstrong's view is that goal of a
marketing system should be to improve the quality of life, quality
of the physical environment and the quality of the cultural
environment.
5. Maximise profit: This means that marketers meet the needs
and want of the consumer at a profit i.e profit to make is pivotal
to meeting the needs of the people. The target of a
producer/manufacturer is profit.
WEEK 4
Introduction to Marketing continued
Performance Objectives
Students should be able to explain:
1. History of marketing in Nigeria.
 i. colonial age 100AD to 1860
ii. Colonial-era 1860-1960.
iii. Post-independence Age 1960 to date
Content
1. History of marketing in Nigeria.
i. Colonial age 100AD to 1860
ii. Colonial era 1860-1960.
iii. Post-independence Age 1960 to date

History of Marketing in Nigeria

The whole history of marketing in the country can be divided into
three main eras: the pre-colonial era, the colonial era and the
post-independence era.
Before we jump into the history of marketing, let’s quickly define
what marketing actually is. According to its short definition, it is
the management and study of exchange relationships. It is used
in order to create, keep and satisfy customers. The consumer is
actually the main focus of marketing, as everything revolves
around them and their needs.
Even though the concept itself emerged in the 1950s, what we
know today as marketing has existed since the first exchange of
goods and services. So let’s look closer at the history of
marketing over the years with a special focus on Nigeria.
The pre-colonial era, which lasted from the dawn of time until
1860, can be called the age of simple trade. What was available
was mostly harvested by hand and had a very limited supply.
Economic activity was focused around the trade in resources and
exploration.
The main form of money was usually cowries, although other
forms were also available. Apart from regular trade, there was
also barter, which was actually more prominent in the era.
Exchange of goods for other goods prevailed over the exchange
of goods for money.
During the colonial era (1860-1960), production era came to
replace the simple trade era. Thanks to the emergence of mass
production, product option available in the market place has
significantly increased. Several regions specialised in mass
production of certain products, such as groundnut, palm oil and
cocoa.
Consumer demand became more saturated. Businesses had
strong competition, so they could not just easily sell their
products to consumers. In order to do that, they had to work
harder, and think of ways of making their products more
attractive to the consumers if they wanted to win against the
competition.
With the arrival of the post-independence era after 1960,
companies realised that they could no longer use the old
marketing models to sell their products. During this era,
businesses decided to consolidate their marketing-related
activities, including public relations, sales promotion and
advertising, and create a single department. They finally realised
that marketing was the thing that kept business alive.
In the post-independence days, businesses came to terms with
the idea that they should be doing their best to cater to their
consumers, as consumers’ needs were the most important thing
when it came to selling products. Marketing was no longer
compartmentalised, it actually became the goal of the business.
This was the time when the customer became the king, and all
employees became involved in the marketing effort, directly or
indirectly.
Over the years, Nigeria also saw the arrival of relationship
marketing. Its main idea is that the relationship with a customer is
very important. A mutually beneficial long-term relationship built
on trust is at the core of relationship marketing.
Alongside the aforementioned relationship, marketing exists
another era of marketing. The development of technologies
resulted in the emergence of mobile/social marketing era. It
focuses on social exchanges and connections between the
consumer and business in real-time. During this era, this
connection is active pretty much 24/7, where the businesses can
connect to potential and existing consumers at any time they
want and vice versa.
As the post-independence era does not yet have an end date, it
can be said that Nigeria is currently living in the age of
mobile/social and relationship marketing. Customers are still
considered kings and all efforts go to satisfy their needs. And with
the help of technology, businesses and consumers can stay in
touch and build their relationship 24/7
WEEK 5
Marketing Concepts
Performance Objectives
Students should be able to explain:
1. Concepts under which organization conduct marketing
activities.
2. The production concept
3. The product concept
4. The selling concept
Content
1. Concepts under which organization conduct marketing
activities.
2. The production concept
3. The product concept
4. The selling concept
Marketing Concepts
The following scholars view the marketing concept as reproduced
below:
Keith (1960): "a managerial philosophy concerned with the
mobilization, utilisation and control of total corporate effort for the
purpose of helping consumers solve selected problems in ways
compatible with the planned enhancement of the profit position of
the firm".
Baker (1974): "the customers want satisfaction is the economic
and social justification of a company's existence under marketing,
the customer becomes the fulcrum, the pivot about which the
business moves in operating for the balance test/interest of all
concerned ".
Modern (1991): " marketing concept is the most important
managerial task within the organisation is that of understanding
the needs and wants of customers in the market and of adapting
the operations of the organisation to deliver the right goods and
services more effectively and efficiently than its competitors ".
Kotler and Armstrong (1987):" marketing concept may be defined
as a managerial orientation or outlook that accepts that the key
of the organisation is to determine the needs, wants and values of
a target market and to adapt the organisation to delivering the
desired satisfaction more effectively and efficiently than its
competitors ".
Hesket (1976): "a corporate state of mind that insists on the
integration and corporation of all the marketing functions which in
turn, are wielded with all other corporate functions for the basic
objective of producing maximum long-range corporate profit"
Summary of the Marketing concept
Scholars' interpretation of the marketing concept can be
summarised as below:
i. that business organisation need to find out the needs of their
prospective customers/consumers;
ii. Thereafter develop a product, services or goods to meet the
identified needs of the customers;
iii. find out or determine an appropriate and relevant target
customer/market segment for it;
iv. fashion out a mean or method/strategy of marketing the
product or services at a profit;
v. that the business survival of an organisation depends on the
highness or lowness of patronage enjoyed from the customers.
Concepts Under Which Organisations Conduct Marketing Activities
These concepts include the following:
1. The Production Concept.
The production concept is a marketing philosophy that says
"customers or consumers will like or accept the product and
services which are highly available and affordable. This connotes
that producers must produce promote and distribute through an
appropriate channel. However, service providers or marketers are
of the opinion that consumers will accept their products and
services with timely production and efficient distribution,
reduction in price, consumers are aware of the competitor's
prices, the service provider must not lower quality or standard in
term of production and distribution.
2. The Product Concept
This is a marketing philosophy anchored on the belief that
consumers/customers/buyers/patronisers favour or prefer
products or services that offer or give them most quality
performance and features (value/utility i.e maximum satisfaction)
therefore service providers or business organisations or producers
must not lower the standard, be quality conscious and make
concerted efforts in product improvement.
Philip Kotler assumptions of a product concept are:
● that customers/ consumers aim are purely in quality and
standard of product that gives them value for their money.
● that customers/consumers patronize products rather than a
solution to their needs.
● that customers/consumers are aware of the quality and
features of competitive products and services.
● that customers/consumers confidence and loyalty can only be
sustained only by offering them quality products and services.
3. The Selling Concept (Sales concept)
This marketing philosophy anchors on the belief that consumers
will either not buy or buy enough or much of the organisation's
products except and useless the service provider, marketer,
producer or organisation make a concerted effort to enhance,
stimulate or build their confidence and interest in the
products/services. This means producers must embark on
intensive and aggressive promotional campaigns
Assumptions of the selling concept
● Producers/service provider can influence consumers/customers
to patronise them through various sales stimulant devices or
strategies e.g offering a discount, buy one, get one free campaign
etc.
● The task of the organisation is to have a strong think- thank the
sales team that can devise various strategies to hold the
attention, attraction and retain their loyalty to the organisation's
products/services.
● Consumers/customers avoid buying unnecessary nonessential
goods and services i.e they will not patronise goods and services
that are considered as extravagant.

WEEK 6
Marketing Concept continued.
Performance Objectives
Students should be able to explain:
1. Concepts under which organization conduct marketing
activities.
2. The societal marketing concept
3. The consumer orientation
4. Integrated organizational efforts
5. Profit orientation
Content
1. Concepts under which organization conduct marketing
activities.
2. The societal marketing concept
3. The consumer orientation
4. Integrated organizational efforts
5. Profit orientation
The Marketing Concept
This marketing concept is premised on the identification of the
needs and wants of the prospective client or customers,
therefore, the business firm or organisation must adapt the 4ps if
the marketing mix(product, price, place and promotion) to ensure
efficiency and effectiveness of the meeting and satisfying the
needs and wants of the customers.
Assumptions of the marketing concept
●Consumers can be classified into different categories depending
on their needs and wants.
●Irrespective of the market category, customers/consumers will
likely favour or prefer the offer of the service provider or
organisation whose products/services is closest to satisfying or
meeting their particular needs, want and desires.
●The main aim of the organisation/service provider is to further
research with a view to holding and retaining their customer's
patronage/interest.
1. The Societal/Consumer/Orientation Marketing Concept
This is the marketing orientation that recognises customers as the
spine and cord i.e backbone of an organisation. It sees customers
as the "live wire" and "lifeblood", the heart of the business
survival. It holds customers in high esteem and honours them as
kings. In essence, the concept holds customers orientation that
the company must define the customer's needs from the
customer's aggregate points of view. That business organisations'
thinking should be geared towards meeting and serving the need
and wants of a market or prospective customers that have been
well defined and segme. This connotes that business organisation
recognize the threat and opportunities that abound and business
organisation develop an effective efficient feedback mechanism
with a view to being handling the yearning and concerns of
unsatisfied customers and clients etc.
2. The Integrated/Coordinated Marketing Efforts
According to Packard(1982) " Marketing is too important to be left
to the marketing departments alone but it supposed to be the
assignment/responsibility, the preoccupation of all the
departments in the organisation. Hence, the integrated/concerted
marketing efforts simply connotes that to meet and satisfy the
needs of customers, the various marketing functions (advertising,
publicity, sales, promotion, pricing, marketing, research, product,
development and distribution etc.) must be coordinated and
packaged by other existing departments( administration,
production, public relations, etc.).
3. Customer Satisfaction and Profit Orientation Concept
This is geared towards striving and make profits through the
supply of consumer satisfaction in an effective and efficient
manner. This can be achieved when business
establishments/firms, accept and are ready to adequately find
ways to maximize revenue and minimise cost, accept to establish
a working and perfect system which knows and recognizes the
sales potential and profitability of their different market segment,
customer and consumer needs and wants and adopts the use of
all available tools such as distribution cost, profit analysis and
sales force productivity all in a bid to reduce cost with a view to
profitably provide services that will give value for money.
4. The Societal Marketing Concept
The Societal marketing concept is believed to be the newest and
latest marketing concept. The philosophy according to Kotler
(1993) holds that "organisation or business establishment should
determine the needs, wants and interests of target markets and
deliver the desired satisfaction more effectively, efficiently than
competitors in a way that maintains or improves the consumer
and the society's wellbeing. A scholar opined that the societal
marketing concept quarried the appropriateness and adequacy of
marketing concept as an organisational philosophy taking into
cognizance the era of environmental hazards and deterioration,
scarcity and shortage of resources, the high growth rate of
population/exploitation, poverty, disease etc. The concept
beckons on professional marketers to equate three considerations
in setting their marketing policies which are public interest or
welfare, company's profit and consumer want and satisfaction.
5. Profit Orientation
A term used to describe a business that operates under the
primary objective of making money. Although most commercial
enterprises have some form of profit orientation to motivate
employees to maximize revenues, the most successful producers
also incorporate a customer orientation into their corporate
philosophy to protect the company's reputation and facilitate
client satisfaction with its products.

Test : Marketing SSS1 First Term Mid-Term Assessment

1. The principle of marketing is anchored on an exchange?

True

False

2. What is the full meaning of AMA?

Accordance Marketing American

American Marketing Association

Americans Marketing Association

Accordance Marketing Americans

3. . According to___________ "Marketing involves analysing

customer needs, securing information needed to design and
produce goods or services that match buyers expectations, and
creating and maintaining relationships with customers and
suppliers "?

Boone and Kurtz

AMA

Institute of Marketing London

Institute of Marketing Nigeria

4. According to __________ "Marketing is the performance of

business activities that direct the flow of goods and services from
the producers to consumers or end-users".

Boone and Kurtz

AMA

Institute of Marketing London

Institute of Marketing Nigeria

5. According to ______________ "Marketing is the management

process responsible for identifying, anticipating and satisfying
consumer requirements profitably".

Boone and Kurtz

AMA

Institute of Marketing London

Institute of Marketing Nigeria

6. . ____________ the quantity of a commodity that a consumer is
willing to buy and able to buy at a given price and at a particular
time. Wants without a purchasing power and willingness to part
with funds to satisfy it is not a demand but a gift?

need

product

demand

transaction

7. __________ refers to the perceived rating of the product offer for

the price and this also connotes the degree of satisfaction derived
from the consumption of a product viz-a-viz the amount paid to
exchange the product. There must be a principle of equity and
fairness in value, utility and exchange?

need

product

demand

value

8. ___________ is essential, not extravagant?

need

product

demand

transaction
9. __________ connotes negotiations, business dealing and
management. This is the process of what transpires between a
client and service provider, a buyer and seller, a retailer and
wholesaler, a teacher and a student?

need

product

demand

transaction

10. __________ connotes anything that can be offered to someone

to satisfy a need or want. It is what is given in exchange for
something?

need

product

demand

transaction

11. ._________ function philosophy opines that some marketers

believe that the goal of a marketing system should be to
maximize product variety

Maximize consumption

Maximize consumer satisfaction

Maximize choice
Maximize life quality

12. ______________According to Kotler and Armstrong, this concept

relates to maximize consumer satisfaction and not consumption?

Maximize consumption

Maximize consumer satisfaction

Maximize choice

Maximize life quality

13. ________ means that marketers meet the needs and want of
the consumer at a profit i.e profit to make is pivotal to meeting
the needs of the people?

Maximize consumption

Maximize consumer satisfaction

Maximize choice

Maximize profit

14. __________ concept connotes that marketing job should be to

stimulate, enhance and increase consumption which will in turn
create consumption?

Maximize consumption

Maximize consumer satisfaction

Maximize choice
Maximize life quality

15. _________ views that quality of life is a worthwhile goal for the
marketing system but they recognise that it is not easy to
measure and that it means different things to different people?

Maximize consumption

Maximize consumer satisfaction

Maximize choice

Maximize life quality

16. The concept marketing emerged_____?

1950s

1960s

1970s

1980s

17. The pre-colonial era, which lasted from the dawn of time until
1860, can be called the age of_________?

bad trade

hard trade

simple trade

complex trade
18. Exchange of goods for other goods prevailed over the
exchange of goods for money in the precolonial era?

True

False

19. During the colonial era (1860-1960), production era came to

replace?

bad trade

hard trade

simple trade

complex trade

20. Companies realised that they could no longer use the old
marketing models to sell their products during post-independence
era?

True

False

21. ________ state that "a corporate state of mind that insists on
the integration and corporation of all the marketing functions
which in turn, are wielded with all other corporate functions for
the basic objective of producing maximum long-range corporate
profit "

Keit(1960)
Hasket(1976)

Baker(1974)

Kotler and Armstrong (1987)

22. _________ state that "the customers want satisfaction is the

economic and social justification of a company's existence under
marketing, the customer becomes the fulcrum, the pivot about
which the business moves in operating for the balance
test/interest of all concerned "?

Keit(1960)

Hasket(1976)

Baker(1974)

Kotler and Armstrong (1987)

23. _________ state that marketing concept may be defined as a

managerial orientation or outlook that accepts that the key of the
organisation is to determine the needs, wants and values of a
target market and to adapt the organisation to delivering the
desired satisfaction more effectively and efficiently than its
competitors ".

Keit(1960)

Hasket(1976)

Baker(1974)

Kotler and Armstrong (1987)

24. _________ state that " a managerial philosophy concerned with
the mobilization, utilisation and control of total corporate effort for
the purpose of helping consumers solve selected problems in
ways compatible with the planned enhancement of the profit
position of the firm"?

Keit(1960)

Hasket(1976)

Baker(1974)

Kotler and Armstrong (1987)

25. The production concept is a marketing philosophy that says

"customers or consumers will like or accept the product and
services which are highly available and affordable.?

True

False

26. . ________ connotes how the technological inventions,

technical equipment and skills affect the way an economy's
resources are converted to output?

Economic factor

Political and legal factor

Demographic factor

Technology factor
27. __________ is the ecological forces that cover trends in the
supply and cost of natural resources and energy problems of
environment, deterioration and pollution control?

Economic factor

Political and legal factor

Demographic factor

Technology factor

28. Legislations, laws, economic policies made at all levels

exercise a great influence on the marketing activities of an
organisation than any other indices. This is said to be?

Economic factor

Political and legal factor

Demographic factor

Technology factor

29. ___________ factor includes the economic political, legal and

technological forces?

Economic factor

Political and legal factor

Demographic factor

Socio-Cultural factor
30. ________ refers to the statistical study of human population
and its distribution characteristics?

Economic factor

Political and legal factor

Demographic factor

Technology factor

WEEK 7
Market Segmentation
Performance Objectives
Students should be able to explain:
1. Meaning
2. Basic of segmentation
3. Geographical
4. Social-economic
5. Psychographic
6. Behavior
7. Characteristics

Content
1. Meaning
2. Basic of segmentation
3. Geographical
4. Social-economic
5. Psychographic
6. Behavior
7. Characteristics
Meaning of Market Segmentation
Market segmentation is the process of dividing a market of
potential customers into groups, or segments, based on different
characteristics. The segments created are composed of
consumers who will respond similarly to marketing strategies and
who share traits such as similar interests, needs, or locations.
Importance of Market Segmentation
Market segmentation makes it easier for marketers to personalize
their marketing campaigns.
By arranging their company’s target market into segmented
groups, rather than targeting each potential customer
individually, marketers can be more efficient with their time,
money, and other resources than if they were targeting
consumers on an individual level. Grouping similar consumers
together allow marketers to target specific audiences in a cost-
effective manner.
Market segmentation also reduces the risk of an unsuccessful or
ineffective marketing campaign. When marketers divide a market
based on key characteristics and personalize their strategies
based on that information, there is a much higher chance of
success than if they were to create a generic campaign and try to
implement it across all segments.
Marketers can also use segmentation to prioritize their target
audiences. If segmentation shows that some consumers would be
more likely to buy a product than others, marketers can better
allocate their attention and resources.
Basic of Market Segmentation
As product markets tend to mature, customer needs often
become more specialized. Depending on the level of competition
in the product market, segmentation is the natural response of
marketers to deal with the situation in the market. Market
segmentation has become a norm today.
Market segmentation is based on the assumption that all the
potential customers are not identical and that the firm should
address their needs with appropriate product Land other
marketing strategies or else should concentrate on only one
single segment and tailor the strategy accordingly.
Market segmentation simply means dividing up a market into
distinct groups that-(i) have common needs, and (ii) will respond
similarly to a marketing action.
Segmentation process involves five distinct, steps:
1. Finding ways to group consumers according to their needs.
2. Finding ways to group marketing actions- usually the products
offered- available to the organization.
3. Developing a market-product grid to relate the market
segments to the firm’s
4. Selecting the target segments toward which the firm directs its
marketing actions.
5. Taking marketing actions to reach target segments.

Geographical Segmentation
Depending on their area of location, consumers are often found to
have differences in their consumption behaviour. Marketers divide
the markets into different geographical units at national, regional.
State, local or neighbourhood level. These locations differ for their
spread as well as for the extent and types of differences and the
level of complexity.
The message and media strategies, therefore, differ for each of
the locations. Small firms targeting a local area employ local
media as against national marketers who develop specific
advertising and marketing programmes for specific regions of the
country. The multinational firm operating in different nations
requires greater adaptations to suit the differences in culture and
language.

Demographic or Social-economic Segmentation:

Consumers in a market have different demographic
characteristics such as age, gender, income, religion, education,
and occupation. These characteristics are easy to measure and
are therefore most frequently used by marketers. One of the
reasons for their popularity is that demographic characteristics
are closely related to consumer needs, wants, and preferences.
This correlation between demographic characteristics and
consumer behaviour lends support to this type of segmentation.
For instance, income is a powerful predictor of consumer needs
and wants. Demographic characteristics are very useful in
locating the target market because they can be easily observed.
It is easier to locate consumers by age or income. Demographic
variables, however, fail to describe how people within a segment
think and feel. Very little insights can be gleaned in terms of their
cognitive behaviour. Two people who belong to a particular
income class are certainly similar with respect to income but may
be radically different from each other in terms of their thinking.
If thinking has more influence on consumer behaviour, then
demographic segmentation may offer little insights into strategy
development. The intra- segment similarity produced by income is
therefore superfluous.
Demographic bases of segmentation are briefly discussed here:
i. Age:
People in a market can be divided into different age categories.
Age is taken as a variable to perform segmentation with the
assumption that consumer needs vary across age groups. This is
not an invalid supposition.
For instance, kindergarten, toys, and cartoon channels are
directed at kids’ age group; while motorcycles and colleges are
aimed at youths. Age-based classification produces segments
such as infants, kids, teenagers, adults, and senior citizens.
ii. Gender:
It is one of the most palpable differences between people.
Biological dissimilarity and social conditioning make men different
from women. These differences manifest in their varying
responsiveness to products and communication appeals. For
instance, sanitary pads are purely female products.
Cultural conditioning and social roles also link product categories
with specific genders. For example- jewellery, dolls, beauty
products, homemaking goods, and hair care products have been
conventionally linked with women, whereas products such as toy
guns, automobiles, hardware, and consumer durables are
connected with men. Gender-based segmentation easily divides
the market to identify what products and services would typically
appeal to these groups.
It must also be borne in mind that gender differences and roles
are changing. Product classification based on gender is subtly
undergoing a change. Therefore, product classification based on
stereotypes may fail to capture the true essence of the market.
Consider how cosmetics and beauty products have become
gender-neutral over time.
This has given birth to a whole array of cosmetics and beauty
brands that target men such as Fair and Handsome, Brylcreem,
Gamier face wash, Nivea, VLCG, and Looks Salon. The reverse is
also true; women have become a prime target for typical men’s
products such as DSLR camera, scooters, and cars.
iii. Income:
It is one of the critical determinants of consumer behaviour.
Consumer segmentation based on income categories is useful in
gaining insights about what kind of products are likely to be
consumed. For instance, income’s influence on people determines
what they use for transportation, that is, whether they use a
cycle, moped, motorcycle, economy car, or a luxury car.
Marketers thus cater to different income groups by appropriately
designing their products and services. For instance, HUL markets
three variants of detergent power, namely Wheel, Surf, and Surf
Excel that target the economy, middle, and top end of the market
respectively.
Automobile marketers commonly use income-based segmentation
to divide their market and sell different variants according to
affordability. Income is believed to be the prime driver of
consumption but it would be wrong to assume that it is the sole
driver. Income determines affordability but consumption is
influenced by other factors also.
It would be wrong to assume that people with high incomes are
the only buyers of luxury cars and everybody at the lower end of
the spectrum buys economy cars. Cars bought on loans suggest
that people do jump income boundaries in their consumption
behaviour. Similarly, some affluent people drive small cars too.
Psychographic Segmentation
Information about consumers’ psychographics or lifestyle factors
adds richness to the demographic information because it
attempts to explain that why demographically alike people buy
different products or require different message appeals to
approach them. Psychographic profiles are prepared on the basis
of patterns of responses that emerge from people’s activities,
interests and opinions called as AIO inventory.
With the help of various market analysis techniques, marketers
identify such groups which exhibit unique lifestyle patterns and
thus generate market segments based on differences in their
lifestyle. Lifestyle as a segmentation variable is found useful
mainly for product categories where the user’s self/image is
important. When the differences in lifestyle are correlated with
the consumers’ product, brand and/or media usage, it allows for a
fine-tuning of marketing strategies, particularly media and
message strategies.
Behavioural Segmentation:
This method of segmentation uses consumer behaviour aspects
for dividing the market. Consumers differ their ways of usage and
faithfulness to a product. Dividing consumers into different groups
based on behavioural aspects can help in appreciating their
uniqueness and its marketing implications.
i. Usage Quantity:
Consumers in the market can be divided on the basis of usage
quantity. One of the easiest ways to arrive at this division is by
breaking the market into the light, medium, and heavy users.
For instance, market differences in usage can be detected in the
consumption of cola. Some consumers occasionally drink cola
with an average consumption of fewer than two litres in a month.
Medium users group may consume two to four litres, whereas
heavy consumers can consume more than five litres. Coca-Cola’s
bigger pet bottles of one litre are aimed at heavy consumers.
ii. Occasion:
Marketers do not pre-specify the occasion of consumption of a
product. Hence, a product category could be used on various
occasions. The market can therefore be segmented on the basis
of the occasion. For instance, soft drinks can be consumed at
different occasions such as quenching thirst while out in the sun,
entertaining guests at home, or with dinner.
Tropicana in its bid to expand consumption targeted morning
breakfast with the message ‘Now breakfast shall win’. The
occasion can also be linked to seasons. For instance, consumer
durables, home decor, and wall paint are linked with festival
seasons in India. Titan has also promoted watch buying for gifting.
iii. Loyalty:
Consumers exhibit different levels of allegiance to the brands
consumed. The market could also be segmented on the basis of
loyalty status. There are buyers who would never move -away
from their preferred brand. They are called true or hard loyal.
Consumers who do not care about what brand they consume
switch from one brand to the other easily.
This set of consumers is called switchers. Loyalty-based
segmentation has gained importance lately because loyal
consumers are more profitable. Companies profile their
consumers to identify loyalists so that they can be given
preferential treatment. Loyalty cards and reward programmes are
tools to gauge and manage loyal consumers.
iv. Benefits Sought:
Consumers may seek different benefits from a product. These
differences provide a logical ground to divide a market on the
basis of benefits sought. For instance, two groups of customers in
the real estate market are investors and home buyers. Investors
buy houses to multiply their investment whereas home buyers
buy to live in the dwelling.
Similarly, some people buy gold and diamonds as jewellery while
others buy to invest. Benefit segmentation is clearly visible in the
toothpaste market. The segments include seekers of social
benefit, protection benefit, and economic benefit.
Characteristics of Market Segmentation
Measurable
Consumers who belong to a particular target market and segment
should be clearly identifiable. The characteristics to include or
exclude in the identification of a market segment are also well
defined and measurable. Target markets are quantifiable in terms
of population, income and age bracket, among other factors.
Accessible
Market segments should be accessible in terms of geography and
economy. To enable accessibility of goods and services, there
should be the use of appropriate marketing strategies. This is
because the marketing strategy used for one group should differ
from the strategy used for another, as their needs differ. For
example, different age groups have different fashions, styles and
consume different products. The way of communicating to this
market segment should correspond to the relevant needs of
consumers in this segment
Profitable
A market segment should be large enough to be worth pursuing.
The main aim of market segmentation is to be able to tailor
marketing techniques toward specific segments. This enables a
firm to enjoy economies of scale while at the same time fulfilling
consumers’ needs. The amount of disposable income the target
market is willing to spend in purchasing the goods and services
should be enough to enable the firm to earn profits. For example,
if a product’s target market is young consumers, the price range
should be attainable, considering that majority of the young
people are dependent on their parents or guardians.
Market Responsiveness
Consumers in a given market segment should be responsive to
the products meant for them. Unless consumers in market
segments are willing to respond to the products developed, there
is little reason to develop these products. The success of products
introduced in the markets depends on whether they meet
consumer or organization needs. Consumers’ decisions on
whether to purchase or not to purchase will be an indicator of the
performance of the product in the market.

WEEK 8
Classification of Product
Performance Objectives
Students should be able to explain:
1. Meaning of product
2. Classification of product
3. Industrial goods
4. Consumer goods
5. Differences between goods and services
Content
1. Meaning of product
2. Classification of product
3. Industrial goods
4. Consumer goods
5. Differences between goods and services
Meaning of Product
A product could be defined or described as anything that can be
offered to a market for attention, acquisition, use or consumption.
It includes physical objects, services, personalities, places,
organisations and ideas. Generally, a product refers to anything
that can be offered to a market to satisfy a need or want.
Kotler (1994) says the term product covers physical goods,
service and a variety of other items that can satisfy human
requirements.
● A product could also be described as a bundle of physical
service, and symbolic attributes designed to enhance consumer's
want satisfaction.
● A product could be viewed as a set of features, functions and
benefits that customers purchase. Products may consist primarily
of tangible (tangible) attributes or tangible such as those
associated with services or some combination of tangible and
intangible.
Characteristics of Product
1. Perishability of product
This feature connotes that some consumable products are prone
to rot if not preserved, e.g. agricultural / farm products such as
tomatoes, vegetables, fruits etc.
2. Durability
Some products are durable whether preserved or not and can last
longer though may require maintenance. Examples include
industrial products, machinery, computer products etc.
3. Bulk of the product
This requires a channel arrangement that minimizes the number
of handlings in the movement from producer to the ultimate
consumer.
4. Unit value of the product
Most product of high unit is often sold or disposed of via an
organisation or producer's sales force rather than through the
middlemen/intermediary.
Product Life Cycle
Product life cycle connotes the stage that a product passes
through from the idea generation(birth) to the time when the
product ceases to exist(decline/death).
i. Cycle 1
Birth/Introduction stage: This is when an organization brings to
fore or gives birth to a business idea or introduce and produces a
product into the market. E.g. the time a school proprietor opens
premises for schooling or for enrolment of students.
ii. Cycle 2
Growth stage: This is the stage when a business or product is
getting a kind of stability or recognition by the customers or
clients. At this stage, many people are getting to know about the
products. E.g. the time when the student enrolment population of
the school begins to rise steadily due to recognition and stability.
iii. Cycle 3
Maturity stage: This is the stage of "explosion" I.e. when the
product or service has become a household item or product. At
this stage, the business has expanded and everybody wants to
associate with their product or service. E.g the time every parent
wants their child or children to be enrolled in that school.
iv. Cycle 4
Decline stage: This is the stage when awareness, fame and
popularity of a business, product or services begin to come down
or reduce gradually and if care and caution are not taken may
eventually cease to exist. E.g enrolment figures begin to reduce
and staff turnover begins to increase.
Classification of Products
Products can be classified into these:
(a) Consumer products/goods and
(b) Industrial products/goods
1. Industrial Products: Industrial/Organisational products are those
which contribute directly or indirectly to the production of other
products. These types of products are procured by organisations
to be used in producing other products. It is also known as
business-to-business products.
Types of Industrial Products
i. Installation: These products are known as major capital goods.
Ordinarily, installations are customized, expensive and purchased
infrequently. They are speciality products. E.g buildings,
laboratories etc., their selling process is typically complex, highly
technical and challenging requires professionalism and expertise.
ii. Accessories: These are shorter-lived than installations. They are
standardized products which are procured more frequently than
installations. Examples include products such as portable drills,
handsets, computer, photocopier. These products are considered
capital intensive and customers depreciate their cost over several
years. Buyers do not need special technical expertise intervention
during the procurement process.
iii. Raw materials: These products are synonymous to component
parts and materials(as would be seen later) in that they actually
become part of the buyer's final products. Examples include farm
products such as beef, cotton, eggs, natural products such as
coal, copper, iron ore etc. they are unprocessed products which
become part of a company's finished products.
iv. Component parts/materials: These are already processed
products or those that need slight processing to be ready for
assembly within the finished products. They represent finished
business products of a producer A, which became part of the final
product of another producer B. Examples include textiles, paper
pulp, chemicals, onions, tyres etc. and many other products are
component parts/materials used in the production of other
products.
v. These are products that are used in support of business
operations but are not part of the finished products. They are
frequently purchased, inexpensive, need no technical expertise,
standardized. They are regular expenses that a business
establishment requires daily. Supplies are sometimes known as
MRO products because they are further sub-divided into three
units:
a) maintenance items e.g brooms filter;
b) repair items e.g nuts and bolts used in repairing equipment;
c) operating supplies e.g fax paper and pencils.
vi. Business to business: This category includes the physical or
tangible products that organisations procure to facilitate and
enhance their production and operating processes. Examples
include financial services, leasing and renting, insurance, security,
legal advice etc. price is a fundamental factor which determines
decision making of business-to-business products.
2. Consumer Products
Consumer products can be grouped as follows
i. Convenience products: Convenience products are goods and
services that consumer purchase conveniently, frequently,
immediately and with minimal efforts. Consumers rarely go to
competing or expensive stores or compare price and quality when
procuring convenience products. They can easily be purchased in
the open market or the street. E.g. milk, butter, toothpaste,
bread, soap etc..
ii. Shopping products: These are more expensive than
convenience products and the decision is important. Consumers
spend more time and extra effort in collating vital data that could
aid and assist them in buying decision. Information on brand,
prices, features, place of manufacturing, durability etc. Examples
are home appliances, furniture, expensive/designer shoes and
clothes, jewellery and gold, perfume etc. these products are not
commonly patronised as convenient products, they are expensive
in term of the brand, quality and price to convenience products.
iii. Specialty products: Here, consumers favour a particular brand
or attach great importance to a particular brand that it would not
buy a competing brand except the favourite one. The products
invariably form part of consumers image and personality and
identity and the distribution of speciality products is very limited.
E.g Italian shoes and belt, Saudi/Rolex watches, Nike products,
Samsung products etc..
iv. Unsought products: These are unknown product/accidental
products which consumers do not prepare to purchase but only
come across to fulfil one of the reasons for holding money
(speculative motive). Consumers do not seek out for unsought
products until they come across them through advertising, sales
promotion, exhibitions and trade fairs etc. Examples are smoke
detectors, agro-allied products, snake killer etc.
v. Emergency products: These are products that are procured
when there is an urgent need for them either as a result of
natural occurrence such as a cold, hot, change in weather climate
etc. E.g. raining boots, cardigans, warmer, umbrella, raincoat etc.
vi. Impulse products: They are products that consumers procure
without any planning or search effort. They are often found in
places because consumers rarely seek out for them. Examples
include newspaper and magazines, popcorn, roasted groundnuts
etc.

WEEK 9
Marketing Mix (4ps)
Performance Objectives
Students should be able to:
1. Explain the marketing mix(4ps)
2. Identify the 4ps of marketing
i. Product
ii. Price
 iii. Place
iv. Promotion
Content
1. Explanation of marketing mix(4ps)
2. Identification of the 4ps of marketing.
3. Product
4. Price
5. Place
6. Promotion

Marketing Mix
The term marketing mix is a popular phenomenon in the principle
of marketing management and it refers to the combination of the
four inputs or factors that constitute the major components or
pillars upon which marketing system rests. The term is popularly
known as the 4ps'. McCarthy in 1976 was the first professional
marketer acclaimed to have referred to product, price, promotion
and place as 4P's of marketing. Marketing Mix refers to all
marketing decisions and activities which stimulate, enhance and
promote sales. It is a combination of policies, procedures
processes, programmes, strategies, techniques and methods
adopted from period to period by an organisation in its marketing
programmes and activities which will help to best achieve and
actualize the mission, vision, goals and objectives within a certain
period of time.
The Four P's of Marketing
McCarthy as earlier reported popularized a four-factor
consideration which are
1. Product: This connotes a broad concept that encompasses the
satisfaction of all consumer needs in relation to a good, service or
idea. It includes making decisions about customer service,
package design, brand names, trademarks, warranties, product
development, quality, feature and packaging. It includes an
element of marketing decision which are made with a view to
making and developing the right good or service for the
company's customers. Strategies used to make the company's
customers. Strategies used to make a company's product
attractive and inviting to customers to promote and enhance
patronage.
2. Price: Price is the amount/ anything that is used to facilitate
exchange and of all the four p's, price is the most sensitive one
because customers respond more to price strategy than other
three p's. The following among others are the pricing strategies:
least price, discount, payment period, credit terms etc. one of the
factors that influence a marketer's pricing strategy is competition.
Naturally, consumers perception about the quality or inferiority of
a product is on the monetary value or worth placed on it.
Pricing Policies and Strategies
a) Discount: This involves the offer of reduction from a base price.
b) Cash discount: it connotes discount reduction/ deduction
accruing to buyers for making payments within a specific period.
c) Quantity discount: it means discount reduction made to
encourage customers to buy in large quantity or bulk or
wholesales.
d) Trade discount: it refers to deduction given to the customers in
payment for the marketing functions he/she is expected to
discharge...
Whichever a strategy a marketer employs, pricing decisions
should be tailored to meet the following conditions:
i. support a product marketing strategy;
ii.achieve part of the financial objectives of a firm;
iii.conform with the realm of the market environment.
3. Place: This is otherwise referred to as a distribution,
time/possession utilities and there are conditions that enable
consumers and business users to have products available for use
when and where they want them. It also connotes the network or
distribution strategy which an organisation provides to make its
product accessible to the prospective customers. Place or a
distribution decision involves modes of transportation,
warehousing, inventory control, order processing and selection of
marketing channels.
Factors influencing decisions on marketing channels
i. Number of customers
ii. Geographical location
iii. Purchasing pattern of buyers
iv. Nature if the products
v. Availability of resources (men, material, method, money,
machine)etc.
4. Promotion: This relates to all marketing efforts made to
convince potential customers that the 'right' product is available
at the 'right' place and at the 'right' price through publicity,
advertisement, sales promotion and other promotion techniques.
The main goal of every promotional strategy is to inform,
persuade, educate, enlighten, orientate or remind the target
audience about the availability of a product.
Promotion strategies could be employed to achieve the following
communicating factors:
a) communication as persuasion.
b) communication as a transmission of information.
c) communication as personal expression, social interaction and
relationship; and
d) communication as a vital instrument of social and political
change (Bordeanavo1977)
Types of Promotion Strategies
I. Publicity: This has been described as a technique or method of
informing the public or consumer of a company's product or
service with a view to generating interest and creating favourable
public opinion through extensive commendatory notices in press
and on air.
ii. Sales Promotion: The Objectives and target of sales promotion
are to enhance and entice potential customers to purchase
immediately. As put by Schewe (1987) "sales promotion is
typically used as the point of purchase to motivate the consumer
to complete an exchange. It complements personal and mass
selling efforts"
According to American Marketing Association (AMA, " Sales
promotion refers to those marketing activities other than personal
selling, advertising and publicity that stimulate consumer
purchasing and dealer effectiveness such as displays, shows and
exposition, demonstrations and various non-recurrent selling
efforts not in ordinary routine".
Sales promotion material and activities.
AIMED AT FINAL AIMED AT AIMED AT COMPANY
CONSUMER AND MIDDLEMEN OWN SALESFORCE
USERS
Banners Price deal Contests
Samples Promotion allowance Bonuses
Contests Sales contests Meetings
Calendars Calendars Portfolios
Point of purchase Gifts Displays
Materials Sales aids
Aisles displays Training materials

McCarthy and Brogowicz Sales Promotion Model

iii. Advertisement: This is a paid-for, non-personal communication
through various media about a business, firm, product, ideas or
services by an identified sponsor. Its intention is to persuade or
influence members of a particular audience. Advertising primarily
involves the use of mass media as newspapers, television, radio,
magazines etc..
iv. Public relations: This relates to how a company relates to its
various public or customers. These publics include customers',
suppliers, community where the business is located etc.. organs
of public relations/communication components are newsletter,
house organs, bulletins, special journals, notice boards,
company/official websites and wares etc. Community Social
Relationship (CSR) is a key component in community relations.

WEEK 10
Marketing Mix (Cont.)
Performance Objectives
Students should be able to explain:
1. Market environment
Content
1. Explanation of market environment
Marketing Environment
Marketing environment relates to both internal and external
factors that affect an organisation's ability to develop and
maintain successful transactions and relationships with its target
customers. Businesses do not operate in a vacuum; hence, the
decision is made in line and response to changes in an
organization's internal(micro) and external ( macro)
environments.
Classification of Marketing Environment.
Basically, the marketing environment can be grouped or classified
into two groups:
I. Micro Environment: This connotes of an organisation's own
influence, objectives and resources. Objectives provide direction
for marketing decisions. It is made up of an organisation's
immediate customers, competitors, clients, the consumer. They
can also be regarded as the stakeholders, shareholders, staff,
staff relations and families of an organisation.
ii. Macro Environment: This relates to a set of broad influences
such as culture, demographic, economic, political, legal,
technology, social.

WEEK 11
Marketing Mix (Cont.)
Performance Objectives
Students should be able to explain:
1. Factors affecting the market environment
Content
1. Factors affecting the market environment

Factors Affecting Market Environment

i. Socio-cultural factor: This factor includes the economic political,
legal and technological forces. This connotes that people and
their socio-cultural customs and belief are fundamentally and
basically what shape and determine the economy, political-legal
system and technology. These factors affect how and why people
live and behave as they do. These factors are important because
it has an impact on customer buying behaviour.
ii. Technology factor: This connotes how the technological
inventions, technical equipment and skills affect the way an
economy's resources are converted to output. Technology is the
word of (Hill and Sullivan 1996) is a driving force for change in
society and can be significant to the marketer for a number of
reasons: it can create better ways of satisfying existing needs it
can identify latent needs and enable new customers to be
renewed. It alters the pattern of demand and changes the nature
of competition in an industry and it can increase the efficiency
and effectiveness of marketing activities.
iii. Economic factor: People's existence has no meaning to the
environment they live if they do not have money and willing to
spend it. Marketing programmes are affected by economic
growth, interest rates, supply and demand for money, price
inflation and availability of credit, that is, economic factor
influences the ability and willingness of individuals and
organisations to perform transactions with a view to acquiring
goods and services they need, want and desires.
iv. Political and Legal factors: Legislations, laws, economic policies
made at all levels exercise a great influence on the marketing
activities of an organisation than any other indices. The following
among other is the possible area of political and legal influences:
a) provision of information and purchase of goods.
b) legislation specifically related to marketing.
c) government relationship with individual industries.
d) broad social legislation and accompanying policies set by
regulatory agencies.
Equally, the reactions, attitudes and behaviours of people, social
critics, public opinion makers, government etc. among others
affect the political environment. Consumers in the same society
usually hold a common and similar political environment which
can also have an effect (negative and positive) at local, national
and international level.
v. Economic factor: According to Kotler (1980), ecological forces
cover trends in the supply and cost of natural resources and
energy problems of environment, deterioration and pollution
control. This natural environment according to Kotler and
Armstrong (1987) consists natural resources that are needed as
inputs by marketers or that are affected by marketing activities.
The trends which ecological factor covers include: a shortage of
raw materials, increased cost of energy, increased levels of
pollution and government intervention in natural resources
management.
vi. Demographic factor: Markets are constituted by people who
have money to spend and are willing to spend it. It refers to the
statistical study of human population and its distribution
characteristics. Its relevance to marketing is that it affects the
production decision of what to produce, where to produce, when
and how to produce and for whom to produce.

WEEK 12
What Market do
Performance Objectives
Students should be able to explain:
1. Mobilization of workforce
Content
1. Actions before marketing e.g. mobilization of workforce

What Market Do
The term market consists of all potential customers sharing a
particular need or want who might be willing and able to engage
in exchange to satisfy the need and want. It comprises or
composed people or institutions with sufficient purchasing power
authority, and willingness to buy. The target market for a product
is the specific or particular segment/group of customers most
likely to procure and patronize a specific product.
Actions Before Marketing
Business organisation before the identification of the needs and
wants of the customer which is the core of marketing do perform
and embark on certain activities in preparation for business
operations. The greatest assets of any business organisation are
the staffs, the reason is that of all the resources: men, material,
money, machine, method, men which constitute the employees
are the only one who manipulates the other variables.
For the purpose of this study, the business operational actions
before marketing would be examined under the following matters:
i. Mobilisation of workforce
This connotes recruitment or employment of competent and
relevant workforce who are capable enough to discharge their
roles and responsibilities efficiently and effectively. Business
organisations recruit employees through several methods and
procedures such as using advertisements to communicate the
vacancy, shortlisting of interested applicants for an interview (oral
and written), the offer of provisional job before conversion of such
to full staff/permanent employment. It can also be through casual
labour. Mobilization of the workforce could also be described as
equipping employed staff with necessary training programmes
that would enable them to understand the mission and vision
among other things than organization stands for i.e why they are
in business
Test : Marketing SSS1 First Term Final Assessment

1. . Consumers can be classified into different categories

depending on their needs and wants?

True

False

2. . ____________ holds that "organisation or business

establishment should determine the needs, wants and interests of
target markets and deliver the desired satisfaction more
effectively, efficiently than competitors in a way that maintains or
improves the consumer and the society's wellbeing?

Keit(1960)

Hasket(1976)
Baker(1974)

Kotler (1993)

3. The Societal marketing concept is believed to be the newest

and latest marketing concept?

True

False

4. Profit orientation is a term used to describe a business that

operates under the primary objective of making money?

True

False

5. The main aim of the organisation/service provider is to further

research with a view to holding and retaining their customer's
patronage/interest. This is not one of Marketing concepts'
assumptions?

True

False

6. __________ is describing consumers in a market having different

demographic characteristics such as age, gender, income,
religion, education, and occupation

demographic segmentation
geographical segmentation

market segmentation

psychological segmentation

7. __________ makes it easier for marketers to personalize their

marketing campaigns?

demographic segmentation

geographical segmentation

market segmentation

psychological segmentation

8. _________ is the method of segmentation that uses consumer

behaviour aspects for dividing the market?

demographic segmentation

geographical segmentation

market segmentation

behavioural segmentation

9. Depending on their area of location, consumers are often found

to have differences in their consumption behaviour. This is said to
be____?

demographic segmentation

geographical segmentation
market segmentation

psychological segmentation

10. Depending on their area of location, consumers are often

found to have differences in their consumption behaviour. This is
said to be____?

demographic segmentation

geographical segmentation

market segmentation

psychological segmentation

11. ____________ gives information about consumers’ lifestyle

factors that adds richness to the demographic information?

demographic segmentation

geographical segmentation

market segmentation

psychological segmentation

12. ____________ says the term product covers physical goods,

service and a variety of other items that can satisfy human
requirements?

Kotler(1994)

Hasket(1976)
Baker(1974)

Kotler (1993)

13. Circle 1 of product life circle is the decline stage?

True

False

14. . The following are consumer product except?

emergency product

impulse product

speciality product

groove product

15. . ____________ are products that consumers procure without

any planning or search effort?

emergency product

impulse product

speciality product

unsought product

16. __________ are unknown product/accidental products which

consumers do not prepare to purchase but only come across to
fulfil one of the reasons for holding money (speculative motive).?
emergency product

impulse product

speciality product

unsought product

17. . ___________ relates to all marketing efforts made to convince

potential customers that the 'right' product is available at the
'right' place and at the 'right' price through publicity?

Marketing mix

product

price

promotion

18. _________ is a popular phenomenon in the principle of

marketing management?

Marketing mix

Marketing product

Marketing price

Marketing place

19. . ________ is otherwise refers to as distribution,

time/possession utilities and there are conditions that enable
consumers and business users to have products available for use
when and where they want them?
Marketing mix

product

price

place

20. ________ connotes a broad concept that encompasses the

satisfaction of all consumer needs in relation to a good, service or
idea?

Marketing mix

product

price

place

21. _________ is anything that is used to facilitate exchange and of

all the four p's?

Marketing mix

product

price

place

22. ___________ connotes of an organisation's own influence,

objectives and resources?
Marketing environment

Micro environment

Macro environment

Mixed environment

23. Marketing environment can be grouped into _______?

2 groups

3 groups

4 groups

5 groups

24. _________ relates to both internal and the external factors that
affect an organisation's ability to develop and maintain successful
transactions and relationships with its target customers?

Marketing environment

Microenvironment

Macro-environment

Mixed environment

25. Micro and Macro environment are the group of marketing

environment?

True
False

26. _________ relates to a set of broad influences such as culture,

demographic, economic, political, legal, technology, social?

Marketing environment

Micro environment

Macro environment

Mixed environment

27. . ________ refers to the statistical study of human population

and its distribution characteristics?

Economic factor

Political and legal factor

Demographic factor

Technology factor

28. ___________ factor includes the economic political, legal and

technological forces?

Economic factor

Political and legal factor

Demographic factor

Socio-Cultural factor
29. Legislations, laws, economic policies made at all levels
exercise a great influence on the marketing activities of an
organisation than any other indices. This is said to be?

Economic factor

Political and legal factor

Demographic factor

Technology factor

30. __________ is the ecological forces that cover trends in the

supply and cost of natural resources and energy problems of
environment, deterioration and pollution control?

Economic factor

Political and legal factor

Demographic factor

Technology factor

31. ________ connotes how the technological inventions, technical

equipment and skills affect the way an economy's resources are
converted to output?

Economic factor

Political and legal factor

Demographic factor

Technology factor
32. Business organisation before the identification of the needs
and wants of the customer which is the core of marketing do
perform and embark on certain activities in preparation for
business operations?

Yes

No

33. Mobilization of the work force could also be described as

equipping employed staff with necessary training programmes
that would enable them to understand the mission and vision
among other things than organization stands for i.e why they are
in business?

True

False

34. The term market consists of all potential customers sharing a

particular need or want who might be willing and able to engage
in exchange to satisfy the need and need?

True

False

35. Mobilization can also be through casual labour?

True

False