WAEC 2026 MARKETING ANSWERS (OBJ & ESSAY)

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MARKETING OBJ
01-10: ACDACBDCBC
11-20: ABDCCACABD
21-30: BBCBCABCCB
31-40: ABCCDDADBA

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INSTRUCTION: ANSWER FOUR(4) QUESTIONS ONLY

(1a)
(i) Bulk breaking i.e breaking large quantities into smaller units
(ii) Warehousing and storage of goods
(iii) Transportation and distribution of goods to retailers
(iv) Financing the producer by paying for goods purchased
(v) Provision of market information/feedback to Azon Ltd

(1b)
(i) Nature of the product: Perishable or fragile goods require shorter and more direct channels, while durable goods can use longer channels.
(ii) Market size and location:If customers are widely dispersed, Azon Ltd may use intermediaries. If concentrated, direct distribution may be suitable.
(iii) Cost of distribution: The company will choose a channel that minimizes transport and intermediary costs while maximizing profit.
(iv) Type of goods: Industrial goods often use direct channels, while consumer goods may require wholesalers and retailers.
(v) Level of control desired: If Azon Ltd wants strict control over pricing and branding, it may prefer shorter distribution channels.
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(2a)
Pricing is the process of determining the monetary value (amount of money) to be charged for a product or service.

(2bi)
Penetration pricing is a strategy where a firm sets a low initial price for a new product in order to attract customers quickly and gain market share, after which the price may later be increased.

(2bii)
Price skimming is a strategy where a firm sets a high initial price for a new product and gradually reduces it over time as competition enters the market or demand falls.

(2biii)
Geographical pricing is a strategy where the price of a product varies according to the location of customers, depending on transport cost, distance, and delivery charges.

(2biv)
Price haggling is a pricing method where the final price is determined through bargaining between the buyer and the seller, commonly used in open markets.

(2c)
(i) Cost of production
(ii) Level of competition in the market
(iii) Demand for the product
(iv) Government regulations and policies
(v) Target market and purchasing power of consumers
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(3a)
(i) It provides storage space for goods until they are needed for sale.
(ii) It ensures continuous supply of goods, preventing stock shortages in the retail shop.
(iii) It helps in bulk storage and cost reduction, allowing goods to be bought in large quantities at lower cost.

(3b)
Scrambled merchandising is a situation where a retail firm sells a wide variety of unrelated goods outside its normal product line in order to increase sales and attract customers.

(3c)
(i) To increase customer traffic: By stocking unrelated goods, the retail firm attracts more customers who come for different types of products, increasing overall store visits.
(ii) To increase sales and profit: Selling a wider range of goods increases the chances of making more sales, thereby improving profit levels.
(iii) To make better use of available space: Retailers use unused shelf or floor space to display additional products, ensuring maximum use of the shop area.
(iv) To meet diverse customer needs: Customers prefer convenience, so offering different product categories in one store helps satisfy multiple needs in a single visit.
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(4a)
(i) It has a long life span, as printed materials can be kept and referred to later.
(ii) It allows for detailed information about products and services to be communicated.
(iii) It is relatively cheap compared to electronic advertising media.
(iv) It has a wide distribution reach through newspapers, magazines, brochures, and leaflets.
(v) It is credible and trusted, as readers often regard printed information as reliable.

(4b)
(i) Attracts attention effectively: It combines sound and visuals, making advertisements more attractive and engaging to the audience.
(ii) Better understanding of products: Customers can see and hear how the product works, which improves understanding and retention of information.
(iii) Wide audience coverage: It reaches a large and diverse audience through television, social media videos, and online platforms.
(iv) Strong persuasive impact: The combination of motion, sound, and images makes it more convincing and influential than print media.
(v) Demonstration of product usage: It allows for live or simulated demonstrations, helping customers to see the practical use and benefits of the product clearly.
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(5a)
(i) Identification of the problem
(ii) Statement of research objectives
(iii) Development of research plan
(iv) Collection of data
(v) Analysis of data
(vi) Interpretation of findings
(vii) Presentation of report
(viii) Implementation of recommendations

(5b)
(i) Declining sales performance: A consistent drop in sales volume or revenue may require expert investigation to identify causes and solutions.
(ii) Changing consumer preferences: If customers’ tastes and preferences change, research is needed to realign products with market demand.
(iii) Strong competition: The presence of competitors offering better or cheaper products may force the firm to seek professional marketing advice.
(iv) Ineffective marketing strategies: Poor advertising, pricing, or promotional strategies may lead to low sales, requiring expert evaluation and improvement.
(v) Introduction of new products: When new products are introduced, research may be necessary to determine customer acceptance and market potential.
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(6ai)
Nature of the product: Teaching is an intangible service product, meaning it cannot be seen, touched, or stored while a refrigerator is a tangible physical product, meaning it can be seen, touched, and stored.

(6aii)
Ownership and transfer: Teaching does not involve ownership transfer, it is consumed as a service during delivery while a refrigerator involves transfer of ownership from the seller to the buyer upon purchase.

(6b)
(i) Nature of the product: Cement is bulky, heavy, and often transported in large quantities, so transport modes like rail or road trucks are preferred. Fragility, perishability, and handling requirements also influence the choice.
(ii) Cost of transportation: The cement factory will consider the cheapest mode of transport that can handle large volume efficiently, because transportation cost directly affects total production cost and selling price.
(iii) Distance to market: Long distances may require rail or water transport due to lower cost per unit over long distances, while short distances may favour road transport for flexibility and direct delivery.
(iv) Speed and reliability of delivery: Cement production often requires timely delivery to construction sites, so the factory will choose transport that is both fast and reliable to avoid project delays and loss of customers.
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