SEED INTERNATIONAL SCHOOL

Motto: HOME OF INTELLECTUAL EXCELLENCE

LESSON NOTE

PEDAGOGUE’S NAME:

SUBJECT: MARKETING

CLASS: S.S.S. 1
 TERM: FIRST TERM (1ST TERM )

SESSION:

SUBJECT: MARKETING CLASS: SS 1 SCHEME OF WORK

WEEK TOPIC
1&2 Introduction to Marketing , Goals of Marketing and Functions of marketing
3 History of Marketing in Nigeria
4 Marketing Concept
5 The Societal marketing concept
6 Classification of products
7 Midterm break / Open day
8 Marketing Mix
9 Marketing environment
11. Revision
12-13. Examination

WEEK: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:

CONTENT

INTRODUCTION TO MARKETING 1

Marketing is the process by which companies create customer interest in products or services,it is an integrated
process through which companies build strong customer relationships and create value for their customers and
for themselves, Marketing is the act of making possible the exchange of a given commodity for goods,or
services, and/or money to deliver maximum customer.s satisfaction and happiness … Marketing tends to satisfy
the urgent needs of individuals and make provision for customers wants in a commercially profitable ways or
manners . When customers needs , demands or wants are met satisfactory , then a confident relationship is built
between the marker and the customer. These needs and wants through both the exchange processes and building
long-term relationships.

TERMS USED IN MARKETING

NEED; These are basic human requirements,they are basic forces that motivate a person to think about and do
something/take action,Needs are things which are essential for you irrespective of the financial
situation/conditions,these are things you have to take care first and only then come other things which you can
do without. Needs vary and differ based on individuals’ sex. age , marital status ,financial strength or capabilities

WANTS; Human wants are insatiably .These are things which you wish to have but they are not so urgent or
pressing .,for example a car is a want when compared to your child’s school fees or educational savings,you can
live your life without car but child’s education is vital and cannot be compromised

DEMANDS; This is the want for a specific product backed by an ability to pay. Demands are effective when
they are backed up with the ability to pay by the customers.

PRODUCTS; These are the goods and services offered to the buyer by the marketer or seller. There are vast
availability of range of products like goods and services that customers or consumers can select from .

EXCHANGE; This means the acts of obtaining a needed/wanted object by offering something in
return,exchange is a value creating process because it leaves both parties off[ win-win situation] Exchange is no
robbery . It is the process of using what you have to get what you want profitably and professionally. .

TRANSACTION; A transaction is a business activity . It is the purpose or reason for doing what you do . A
transaction is an exchange between two things of value on agreed conditions and a time and place of
agreement,to make successful transaction a marketer should understand what each party expects from transaction

MARKET; A market is a place which allows the purchaser and the seller to invest and gather information and
lets them carry out exchange of various products and services,

GOAL OF MARKETING SYSTEM

Marketing affects so many people in so many ways,The following are the goals of marketing system according
to kotler and Armstrong 1987;
1] Maximize consumption
2] Maximize consumer satisfaction
3 ]Maximize choice
4 ]Maximize life quality
5] Maximize profit,
6 ) Raise brand awareness
7) To increase customer value and satisfaction
8. Make , create or build brand awareness
Presentation The topic is presented step by step
Step 1: The class teacher revises the previous topics
Step 2. He introduces the new topic
Step 3: The class teacher allows the pupils to give their own examples and he corrects them when the needs arise
Evaluation :CLASSWORK
1.Define marketing
2. State and explain three terms used in marketing
3. Write out four goals of marketing
Conclusion :
The teacher summarizes the lesson.
He or she gives out a board summary of the topic as note .
He or she goes round to mark and does the necessary corrections

ASSIGNMENT
1.Define marketing
2. State and explain three terms used in marketing
3. Write out four goals of marketing
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: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:

CONTENT: 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

EVALUATION

CONCLUSION

ASSIGNMENT

WEEK: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:

CONTENT: 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.

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.

EVALUATION

CONCLUSION

ASSIGNMENT

WEEK: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:

CONTENT: 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.

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.

EVALUATION

CONCLUSION

ASSIGNMENT

WEEK: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:
CONTENT: 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.

EVALUATION

CONCLUSION

ASSIGNMENT

WEEK 7: MIDTERM TEST : MARKETING SSS1 FIRST TERM MID-TERM ASSESSMENT

1. The principle of marketing is anchored on an exchange? (a) True (b) False

2. What is the full meaning of AMA?

a) Accordance Marketing American

b) American Marketing Association
c) Americans Marketing Association
d) 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 “?

a) Boone and Kurtz

b) AMA
c) Institute of Marketing London
d) 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”.

a) Boone and Kurtz

b) AMA
c) Institute of Marketing London
d) Institute of Marketing Nigeria

5. According to ______________ “Marketing is the management process responsible for identifying,

anticipating and satisfying consumer requirements profitably”.
a) Boone and Kurtz
 b) AMA
c) Institute of Marketing London
d) 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?
a) need
b) product
c) demand
d) 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?
a) need
b) product
c) demand
d) value
8. ___________ is essential, not extravagant?
a) need
b) product
c) demand
d) 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?
a) need
b) product
c) demand
d) 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?
a) need
b) product
c) demand
d) transaction
11. ._________ function philosophy opines that some marketers believe that the goal of a marketing system
should be to maximize product variety
a) Maximize consumption
b) Maximize consumer satisfaction
c) Maximize choice
d) Maximize life quality
12. ______________According to Kotler and Armstrong, this concept relates to maximize consumer satisfaction
and not consumption?
a) Maximize consumption
b) Maximize consumer satisfaction
c) Maximize choice
d) 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?
a) Maximize consumption
b) Maximize consumer satisfaction
c) Maximize choice
d) Maximize profit
14. __________ concept connotes that marketing job should be to stimulate, enhance and increase consumption
which will in turn create consumption?
 a) Maximize consumption
b) Maximize consumer satisfaction
c) Maximize choice
d) 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?
a) Maximize consumption
b) Maximize consumer satisfaction
c) Maximize choice
d) Maximize life quality
16. The concept marketing emerged_____?
a) 1950s
b) 1960s
c) 1970s
d) 1980s
17. The pre-colonial era, which lasted from the dawn of time until 1860, can be called the age of_________?
a) bad trade
b) hard trade
c) simple trade
d) complex trade
18. Exchange of goods for other goods prevailed over the exchange of goods for money in the precolonial era?
a) True
b) False
19. During the colonial era (1860-1960), production era came to replace?
a) bad trade
b) hard trade
c) simple trade
d) complex trade
20. Companies realised that they could no longer use the old marketing models to sell their products during post-
independence era?
a) True
b) 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 “
a) Keit(1960)
b) Hasket(1976)
c) Baker(1974)
d) 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 “?
a) Keit(1960)
b) Hasket(1976)
c) Baker(1974)
d) 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 “.
a) Keit(1960)
b) Hasket(1976)
c) Baker(1974)
d) 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”?
a) Keit(1960)
b) Hasket(1976)
c) Baker(1974)
d) 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.?

a) True
b) False

26. . ________ connotes how the technological inventions, technical equipment and skills affect the way an
economy’s resources are converted to output?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) 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?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) 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?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) Technology factor
29. ___________ factor includes the economic political, legal and technological forces?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) Socio-Cultural factor
30. ________ refers to the statistical study of human population and its distribution characteristics?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) Technology

WEEK: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:
CONTENT: 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

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.

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.

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.

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 CONSUMER AND USERS AIMED AT MIDDLEMEN AIMED AT

COMPANY OWN SALESFORCE

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.

EVALUATION

CONCLUSION

ASSIGNMENT

WEEK: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:

CONTENT: 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.

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.

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.
EVALUATION

CONCLUSION

ASSIGNMENT

WEEK: DAY: SUBJECT:

DATE: TOPIC:
SUBTOPIC: PERIODS: DURATIONS:
LEARNING OBJECTIVES:

KEY VOCABULARY WORDS:

INSTRUCTIONAL MATERIALS:

CONTENT: Content

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

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.

EVALUATION FINAL ASSESSMENT TEST MARKETING SS1 FIRST TERM

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?
a) Keit(1960)
b) Hasket(1976)
c) Baker(1974)
d) 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
a) demographic segmentation
b) geographical segmentation
c) market segmentation
d) psychological segmentation
7. __________ makes it easier for marketers to personalize their marketing campaigns?
a) demographic segmentation
b) geographical segmentation
 c) market segmentation
d) psychological segmentation
8. _________ is the method of segmentation that uses consumer behaviour aspects for dividing the market?
a) demographic segmentation
b) geographical segmentation
c) market segmentation
d) 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____?
a) demographic segmentation
b) geographical segmentation
c) market segmentation
d) 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____?
a) demographic segmentation
b) geographical segmentation
c) market segmentation
d) psychological segmentation
11. ____________ gives information about consumers’ lifestyle factors that adds richness to the demographic
information?
a) demographic segmentation
b) geographical segmentation
c) market segmentation
d) 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?
a) emergency product
b) impulse product
c) speciality product
d) groove product
15. . ____________ are products that consumers procure without any planning or search effort?
a) emergency product
b) impulse product
c) speciality product
d) 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).?
a) emergency product
b) impulse product
c) speciality product
 d) 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?
a) Marketing mix
b) product
c) price
d) promotion
18. _________ is a popular phenomenon in the principle of marketing management?
a) Marketing mix
b) Marketing product
c) Marketing price
d) 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?
a) Marketing mix
b) product
c) price
d) place
20. ________ connotes a broad concept that encompasses the satisfaction of all consumer needs in relation to a
good, service or idea?
a) Marketing mix
b) product
c) price
d) place
21. _________ is anything that is used to facilitate exchange and of all the four p’s?
a) Marketing mix
b) product
c) price
d) place
22. ___________ connotes of an organisation’s own influence, objectives and resources?
a) Marketing environment
b) Micro environment
c) Macro environment
d) Mixed environment
23. Marketing environment can be grouped into _______?
a) 2 groups
b) 3 groups
c) 4 groups
d) 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?
a) Marketing environment
b) Microenvironment
c) Macro-environment
d) 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?
a) Marketing environment
b) Micro environment
c) Macro environment
d) Mixed environment
27. . ________ refers to the statistical study of human population and its distribution characteristics?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) Technology factor
28. ___________ factor includes the economic political, legal and technological forces?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) 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?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) 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?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) Technology factor
31. ________ connotes how the technological inventions, technical equipment and skills affect the way an
economy’s resources are converted to output?
a) Economic factor
b) Political and legal factor
c) Demographic factor
d) 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)

WEEK 11 – REVISION
WEEK 12 – 13 EXAMINATION