NECO 2026 MARKETING ANSWERS (OBJ & ESSAY)

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MARKETING OBJ
01-10: BBCBCCDEAA
11-20: ABBDADEBDB
21-30: CABDBDCAED
31-40: BDBCCCCBAD
41-50: DBABBCEADA
51-60: ABEBCDAAEA

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INSTRUCTION: ANSWER FIVE(5) QUESTIONS ONLY

(1i)
Mass marketing is a marketing strategy in which a business offers a single product or service to the entire market without considering differences in customers’ needs or preferences. It aims to reach a large number of consumers through wide distribution and extensive advertising in order to increase sales and reduce production costs.

(1ii)
Referral marketing is a marketing strategy in which existing customers recommend a product or service to other people, such as friends, relatives, or colleagues. It relies on word-of-mouth recommendations and often rewards customers with incentives for bringing in new buyers.

(1iii)
A market is any place, physical or virtual, where buyers and sellers meet to exchange goods and services at agreed prices. It also refers to all the potential and existing customers who have the desire, ability, and willingness to purchase a product or service.

(1iv)
A transaction is the process of exchanging goods, services, or value between a buyer and a seller after reaching an agreement. It is completed when payment is made and ownership of the product or service is transferred from the seller to the buyer.

(1v)
A need is a basic human requirement or a state of felt deprivation that motivates people to seek satisfaction. Needs include essentials such as food, clothing, shelter, education, healthcare, and security, which marketing seeks to satisfy through appropriate products and services.
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(2a)
=ADVANTAGES OF TELEVISION ADVERTISING=
(i) Wide coverage ; Television reaches a large audience across different regions, thereby increasing awareness of the business.
(ii) Audio-visual appeal ; It combines sound, pictures, and motion, making advertisements more attractive and easier to remember.
(iii) Demonstration of products ; It allows the features and operation of mobile phones to be demonstrated clearly to potential customers.
(iv) High persuasive power ; Television adverts easily attract attention and influence consumers to buy the advertised products.

=DISADVANTAGES OF TELEVISION ADVERTISING=
(i) High cost ; Producing and airing television advertisements is very expensive.
(ii) Short advertising time ; Television adverts are usually displayed for a short period and may be missed by viewers.
(iii) Limited audience at a given time ; Only people watching television when the advert is aired will receive the message.
(iv) Frequent interruptions ; Viewers may change channels or ignore advertisements during commercial breaks.

(2b)
(i) Radio ; Radio advertising uses audio messages to promote products and services. It is relatively inexpensive, reaches both urban and rural audiences, and can be broadcast several times a day.
(ii) Newspaper ; Newspapers advertise businesses through printed text and pictures. They provide detailed information about products and are suitable for reaching literate readers who can refer to the advert repeatedly.
(iii) Internet (Social Media) ; Businesses advertise through websites and social media platforms such as Facebook, Instagram, WhatsApp, TikTok, and X. It provides global coverage, allows interaction with customers, and enables quick sharing of promotional messages.
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(3a)
Pricing is the process of determining and fixing the amount of money to be charged for a product or service after considering production costs, market conditions, competition, and customers’ willingness to pay.

(3b)
(i) Competition ; The prices charged by competitors influence the price of a product. A business may charge lower, equal, or higher prices depending on the quality of its product and the level of competition in the market.
(ii) Government Policies ; Government regulations such as taxes, tariffs, subsidies, price controls, and import duties affect the selling price of products. High taxes usually increase prices, while subsidies may reduce them.
(iii) Demand and Supply ; The forces of demand and supply greatly determine price. When demand is high and supply is low, prices tend to increase, whereas when supply exceeds demand, prices usually fall.

(3c)
=IMPORTANCE OF PRICE TO CUSTOMERS=
(i) Price helps customers to determine the affordability of a product and make purchasing decisions.
(ii) Price enables customers to compare the value and quality of similar products before making a choice.

=IMPORTANCE OF PRICE TO AN ORGANISATION=
(i) Price determines the revenue and profit earned by the organisation.
(ii) Price helps the organisation compete effectively in the market and achieve its marketing objectives.
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(4a)
Distribution is the process of moving goods and services from the producer to the final consumer through appropriate channels so that they are available at the right place, at the right time, and in the required quantity.

(4b)
(i) Intensive Distribution ; This is a distribution strategy in which a product is made available through as many retail outlets as possible. It is commonly used for convenience goods such as soft drinks, biscuits, and toiletries to ensure that customers can easily find and purchase them.
(ii) Selective Distribution ; This involves the use of a limited number of carefully selected wholesalers or retailers to distribute a product within a particular area. It is suitable for shopping goods such as electronics, furniture, and clothing where customers compare quality and prices before buying.
(iii) Exclusive Distribution ; This is a distribution strategy where only one distributor or dealer is given the exclusive right to sell a product within a particular geographical area. It is commonly used for luxury goods, designer products, and expensive automobiles to maintain prestige and product quality.

(4c)
(i) They transport goods from producers to consumers.
(ii) They store goods until they are needed by customers.
(iii) They break bulk by purchasing in large quantities and selling in smaller units.
(iv) They provide market information and feedback to producers about customers’ needs and preferences.
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(5a)
=REASONS BALA FARMS LTD. SHOULD SELL THEIR YAM TUBERS ABROAD=
(i) To increase sales and profit ; Exporting enables the company to reach a larger market, thereby increasing revenue and profitability.
(ii) To earn foreign exchange ; Selling yam tubers abroad brings foreign currency into the business and contributes to the country’s foreign exchange earnings.
(iii) To expand market opportunities ; Exportation reduces dependence on the local market by creating access to international customers.
(iv) To enhance business growth and reputation ; Successful exportation improves the company’s international image and encourages business expansion.

=BARRIERS BALA FARMS LTD. MAY ENCOUNTER=
(i) Trade restrictions ; Import duties, tariffs, quotas, and government regulations in the importing country may limit exports.
(ii) Transportation challenges ; High freight costs and delays during shipment can increase the cost of exporting yam tubers.
(iii) Exchange rate fluctuations ; Changes in foreign exchange rates may reduce the company’s profit.
(iv) Differences in quality standards ; The company must meet the importing country’s packaging, grading, and phytosanitary requirements before the products are accepted.

(5b)
(i) Direct Selling to Foreign Buyers ; Bala Farms Ltd. can sell its yam tubers directly to wholesalers, supermarkets, or retailers in Canada without using local export agents. This allows the company to deal directly with customers and retain more profit.
(ii) Establishing Overseas Sales Offices or Branches ; The company can set up a sales office or branch in Canada to market, distribute, and monitor the sale of its yam tubers. This helps strengthen customer relationships and improve market control.
(iii) Exporting Through Online and International Trade Platforms ; Bala Farms Ltd. can advertise and receive orders through international e-commerce platforms or its own website, then arrange direct shipment of the yam tubers to customers abroad. This expands market reach and enables direct contact with foreign buyers.
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(6a)
A facilitator is an individual or organisation that assists and supports the marketing process by providing essential services such as transportation, warehousing, financing, insurance, communication, or market information, thereby making the exchange of goods and services easier between producers and consumers.

(6b)
(i) Source of Employment ; Primary and secondary products create employment opportunities for farmers, miners, factory workers, transporters, marketers, and other professionals. This helps to reduce unemployment and improve the standard of living.
(ii) Generation of Revenue and Foreign Exchange ; The production and export of primary products (such as cocoa, crude oil, and timber) and secondary products (such as processed foods and manufactured goods) generate income for businesses and government. They also earn foreign exchange through international trade.
(iii) Promotion of Industrial and Economic Development ; Primary products serve as raw materials for manufacturing industries, while secondary products encourage industrial growth, increase productivity, and contribute to the country’s Gross Domestic Product (GDP).
(iv) Satisfaction of Human Needs and Improved Standard of Living ; Primary products provide basic necessities such as food and raw materials, while secondary products provide finished goods for consumption. Together, they improve the quality of life and support national development.
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(7)

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(8a)
Scrambled merchandising is the practice whereby a retailer sells a wide variety of unrelated products in addition to the main line of goods normally associated with the business in order to attract more customers and increase sales.

(8b)
(i) Product Planning and Selection ; The merchandiser determines the types, quality, quantity, and variety of products to stock based on customers’ needs and market demand.
(ii) Purchasing and Stock Control ; The merchandiser purchases goods from suppliers, ensures adequate stock is available, and prevents overstocking or stock shortages through effective inventory management.
(iii) Product Display and Presentation ; The merchandiser arranges and displays products attractively to make them easily visible, encourage customer interest, and increase sales.
(iv) Pricing and Sales Promotion ; The merchandiser recommends suitable prices for products, plans promotional activities such as discounts and special offers, and monitors sales performance to maximize profit.
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(9a)
Internet ethic refers to the moral principles, rules, and standards of acceptable behaviour that guide users in the responsible, lawful, and respectful use of the internet and other online technologies.
(9b)
(i) Cyberbullying ; This involves using the internet to harass, threaten, insult, or intimidate other people through social media, emails, messaging platforms, or other online channels, causing emotional or psychological harm.
(ii) Hacking ; Hacking is the unauthorized access to another person’s computer system, network, or online account with the intention of stealing information, damaging data, or disrupting services.
(iii) Identity Theft ; This is the illegal use of another person’s personal information, such as passwords, bank details, or identity documents, to commit fraud or obtain financial or other benefits.
(iv) Online Fraud (Phishing/Scamming) ; This involves deceiving people through fake websites, emails, messages, or online advertisements to obtain money, confidential information, or financial details for illegal purposes.
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