![2026 NECO Marketing (OBJ & Essay) Answers [23rd July]](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9f_kgZHkpwe3ZGRMKuPnGA-VD_OOBrZ8lPvbX2Ck7LqE2bxJno-zybxRraBaMGmR8NR5aUR9yODXkyg5Pk9H4I4xkxcu0GZSMrd5rmqt4Rgu31igdvKf2KMReKipXCIFKpgGzlPwI3rw/s1600/NECO.jpg "2026 NECO Marketing (OBJ & Essay) Answers [23rd July]")
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A. 2026 NECO MARKETING (OBJECTIVES) ANSWERS:
1-10: BBCBCCDEAA11-20: ABBDADEBDB
21-30: CABDBDCAED
31-40: BDBCCCCBAD
41-50: DBABBCEADA
51-60: ABEBCDAAEA
B. 2026 NECO MARKETING (THEORY) ANSWERS:
(1i)
Mass Marketing:
(PICK ANY ONE)
Mass marketing is a
marketing strategy in which a business produces, promotes, and
distributes a product to the entire market without dividing consumers
into different groups. It is aimed at reaching as many customers as
possible with the same product, price, promotion, and distribution
strategy. Mass marketing is commonly used for products that are in high
demand by the general public, such as soft drinks, salt, soap, and
toothpaste. Its major advantage is that it reduces production and
marketing costs through large-scale production and wide distribution.
OR
Mass
marketing is the process of offering a product or service to the whole
market rather than to a specific group of consumers. It involves using
the same marketing mix for all customers, with the aim of achieving high
sales through large-scale production and extensive advertising. This
strategy is suitable for products that meet the common needs of many
people and helps to lower the cost of production and distribution.
(1ii)
Referral Marketing:
(PICK ANY ONE)
Referral
marketing is a marketing strategy in which a business encourages its
existing customers to recommend or introduce its products or services to
other people, such as friends, relatives, or colleagues. It is based on
word-of-mouth promotion and helps to attract new customers through
trusted recommendations. Businesses may reward customers with discounts,
gifts, commissions, or other incentives for successful referrals.
Referral marketing is effective because people are more likely to buy
products that are recommended by someone they know and trust.
OR
Referral
marketing is the process of promoting a product or service through
recommendations made by satisfied customers to other potential buyers.
It relies on personal referrals and word-of-mouth communication rather
than direct advertising. The aim is to increase sales and attract new
customers by using the trust and confidence people have in the opinions
of family members, friends, or associates. Many businesses encourage
referral marketing by offering rewards, bonuses, or discounts to
customers who successfully refer others.
(1iii)
Market:
(PICK ANY ONE)
A
market is a place or system where buyers and sellers meet to exchange
goods and services at agreed prices. It may be a physical location, such
as a local market, or an online platform where transactions take place.
The main purpose of a market is to facilitate the buying and selling of
goods and services, thereby satisfying the needs of consumers and
helping producers distribute their products efficiently.
OR
A
market is any place, institution, or arrangement where buyers and
sellers come together to exchange goods and services for money. It
provides an avenue for producers to offer their products and for
consumers to satisfy their wants. A market may be physical, such as a
traditional market, or virtual, such as an online marketplace. It also
helps in determining the prices of goods through the interaction of
demand and supply.
(1iv)
Transaction:
(PICK ANY ONE)
Transaction
is the process of buying and selling goods or services between a buyer
and a seller, usually involving the exchange of money or something of
value. It is completed when both parties agree on the terms of exchange
and the buyer receives the goods or services while the seller receives
payment. Transactions can take place in physical markets or through
electronic and online platforms. Every marketing transaction creates
value for both the buyer and the seller and helps facilitate the
exchange process in the market.
OR
Transaction is an
exchange that takes place when a buyer and a seller agree to transfer
goods, services, or other items of value in return for money or another
valuable consideration. It is an essential activity in marketing because
it completes the exchange process between the parties involved. A
transaction occurs only when both the buyer and the seller are satisfied
with the agreed terms, such as the price, quantity, and method of
payment. Transactions may be carried out in shops, markets, banks, or
through online platforms.
(1v)
Need:
(PICK ANY ONE)
A
need is a basic human requirement that must be satisfied for survival
and well-being. It includes essential things such as food, clothing,
shelter, healthcare, and education. In marketing, needs are the
foundation of consumer demand because they motivate people to seek
products or services that can satisfy them. Businesses identify and
satisfy the needs of consumers by producing and supplying goods and
services that meet these essential requirements.
OR
A need
is a basic requirement that is necessary for human survival and
comfortable living. It includes essentials such as food, clothing,
shelter, healthcare, and education. In marketing, needs encourage
consumers to buy goods and services that will satisfy them. Producers
and marketers identify these needs and provide products and services to
meet them.
(2a)
ADVANTAGES:
(PICK ANY FOUR)
(i) It reaches a very large audience across different locations.
(ii) It combines sound, pictures, and motion, making the advert more attractive.
(iii) It creates a strong impact and is easy for viewers to remember.
(iv) It is effective for creating awareness and increasing sales.
(v) It can demonstrate how a product is used.
(vi) It enhances the image and reputation of the business.
DISADVANTAGES:
(PICK ANY FOUR)
(i) It is very expensive to produce and air advertisements.
(ii) It is not suitable for businesses with a small advertising budget.
(iii) Viewers may ignore the advert by changing channels or skipping it.
(iv) The advertisement is shown for a short time, so some viewers may miss the message.
(v) It does not allow detailed information to be given because of limited airtime.
(vi) It requires electricity and a television set, so some potential customers may not see the advert.
(2b)
(PICK ANY THREE)
(i)
Radio: Radio is a medium of advertising that uses audio broadcasts to
inform and persuade customers about products and services. It reaches a
large number of listeners in both urban and rural areas at a relatively
low cost. Radio adverts can be aired several times a day, making the
message easy to remember. It is suitable for Jonas Mobile Ltd because it
can quickly create awareness of new mobile phones, discounts, and
special promotions.
(ii) Newspaper: Newspaper advertising
involves placing advertisements in daily or weekly newspapers. It
enables the business to provide detailed information about its mobile
phones, prices, features, and contact address. Newspapers have a wide
circulation and reach many readers across different locations. They can
also be kept for future reference, allowing customers to read the
advertisement more than once.
(iii) Magazine: Magazines are
printed publications that are issued regularly and used for advertising
goods and services. They contain attractive pictures and detailed
descriptions of products, making the advertisement more appealing. Since
magazines are often kept for a long time, the advert can be seen
repeatedly by different readers. They are useful for promoting quality
and high-value products such as mobile phones.
(iv)
Internet/Social Media: The internet is a modern medium of advertising
that allows businesses to promote their products through websites and
social media platforms such as Facebook, Instagram, WhatsApp, and X. It
enables Jonas Mobile Ltd to reach customers within Nigeria and in other
countries. The business can display pictures, videos, prices, and
product features while communicating directly with customers. Internet
advertising is fast, interactive, and relatively cheaper than many
traditional media.
(v) Billboard: A billboard is a large
advertising board placed along major roads, streets, and other public
places to attract the attention of passers-by. It displays attractive
pictures, brand names, and short advertising messages that are easy to
remember. Because it is seen by many people every day, it helps to
create continuous awareness of the business. It is effective for
promoting the name and products of Jonas Mobile Ltd.
(3a)
(PICK ANY ONE)
Pricing
is the process of determining and fixing the amount of money a buyer
will pay for a product or service. It involves setting a price that will
attract customers while enabling the business to make a reasonable
profit. In marketing, pricing is an important decision because it
influences consumer demand, sales, and the competitiveness of the
business. It also takes into account factors such as the cost of
production, market demand, and competitors' prices.
OR
Pricing
is the act of fixing or determining the selling price of a product or
service. It is one of the key functions of marketing because it affects
the profit of the business and the buying decisions of customers. A good
pricing policy considers the cost of production, the level of demand,
competitors' prices, and the purchasing power of consumers. Proper
pricing helps a business attract customers and achieve its marketing
objectives.
(3b)
(PICK ANY THREE)
(i) Demand: Demand is one
of the major external factors that determine the price of a product.
When many consumers want a product and the supply is limited, the price
usually increases. However, when the demand for a product is low, the
seller may reduce the price to attract more buyers and increase sales.
Therefore, the level of demand in the market greatly influences pricing
decisions.
(ii) Competition: The prices charged by competitors
affect the price of a product. When many businesses sell similar
products, a business may reduce its price or offer discounts to attract
more customers. If there are few or no competitors, the business can
charge a higher price. Therefore, the level of competition in the market
influences how prices are fixed.
(iii) Government Policies:
Government policies such as taxes, import duties, price control, and
subsidies affect the prices of goods and services. An increase in taxes
or import duties raises the cost of doing business, leading to higher
prices. On the other hand, government subsidies can reduce production
costs and make products cheaper for consumers.
(iv) Economic
Conditions: The general economic condition of a country also influences
the price of a product. During inflation, the prices of raw materials,
transportation, and labour increase, causing businesses to charge higher
prices. During periods of low economic activity or recession,
businesses may reduce prices to encourage customers to buy more
products.
(v) Consumers' Purchasing Power: The income and
financial ability of consumers influence product pricing. When consumers
have high incomes, they can afford to buy more goods even at higher
prices. However, when purchasing power is low, businesses may reduce
prices to make their products affordable and attract more customers.
(vi)
Market Supply: The quantity of a product available in the market
affects its price. When there is a large supply of a product, sellers
may reduce the price because many alternatives are available. However,
when the supply is low and the product is scarce, sellers usually
increase the price due to the high demand and limited availability.
These changes in supply directly influence the selling price of goods.
(3c)
Importance of Price to Customers:
(PICK ANY TWO)
(i) It helps customers decide whether they can afford a product.
(ii) It enables customers to compare the prices of similar products before buying.
(iii) It helps customers obtain value for their money.
(iv) It guides customers in planning and managing their spending.
(v) It influences the quantity of goods customers are willing to buy.
(vi) It helps customers judge the quality of a product, as higher prices are often associated with better quality.
Importance of Price to an Organization:
(PICK ANY TWO)
(i) It helps the organization generate revenue and make profit.
(ii) It enables the organization to recover the cost of production and distribution.
(iii) It helps the organization compete effectively with other businesses.
(iv) It influences the level of demand and the volume of sales.
(v) It helps the organization achieve its marketing and business objectives.
(vi) It creates a good image for the product and helps position it in the market.
(4a)
(PICK ANY ONE)
Distribution
is the process of moving goods and services from the producer to the
final consumer through various channels such as wholesalers, retailers,
and agents. It ensures that products are available at the right place,
at the right time, and in the right quantity to satisfy the needs of
customers. Effective distribution helps businesses increase sales, reach
more customers, and improve customer satisfaction.
OR
Distribution
is a marketing activity that involves the movement of goods and
services from the producer to the final consumer. It includes all the
activities and channels used to make products available where and when
customers need them. Distribution may involve wholesalers, retailers,
agents, or direct sales. An effective distribution system ensures that
goods reach consumers quickly, conveniently, and in good condition.
(4b)
(i)
Intensive Distribution: Intensive distribution is a distribution
strategy in which a firm makes its products available in as many retail
outlets as possible. The aim is to ensure that customers can easily find
and buy the product wherever they go. It is commonly used for
convenience goods such as soft drinks, bread, soap, and biscuits. This
method increases sales because the product is widely available.
(ii)
Selective Distribution: Selective distribution is a strategy in which a
producer chooses only a limited number of wholesalers or retailers to
sell its products. The selected dealers are usually reliable and capable
of promoting the product effectively. This method helps the producer
maintain better control over pricing and customer service. It is
commonly used for products such as electronics, furniture, and household
appliances.
(iii) Exclusive Distribution: Exclusive distribution
is a strategy in which a producer gives only one dealer or distributor
the exclusive right to sell its products in a particular area. This
helps the producer maintain a prestigious image and exercise greater
control over the marketing of the product. It is commonly used for
luxury goods, expensive cars, designer clothing, and high-quality
electronic products. Exclusive distribution also helps build a strong
relationship between the producer and the distributor.
(4c)
(PICK ANY FOUR)
(i) They move goods from producers to the final consumers.
(ii) They create place utility by making goods available where they are needed.
(iii) They create time utility by storing goods until consumers need them.
(iv) They break bulk by buying in large quantities and selling in smaller quantities to consumers.
(v) They provide warehousing and storage facilities for goods.
(vi) They bear business risks such as damage, theft, spoilage, or changes in demand.
(vii) They provide market information and feedback from consumers to producers.
(5a)
- Reasons Bala Farms Ltd. should sell their yam tubers abroad:
(PICK ANY FOUR)
(i) It increases the company's sales and profit by reaching more customers in foreign markets.
(ii) It earns foreign exchange for the company and for the country.
(iii) It expands the market for the company's products beyond Nigeria.
(iv) It helps the business grow and become internationally recognized.
(v) It reduces losses caused by excess production in the local market.
(vi) It creates employment opportunities through increased production and export activities.
- Barriers Bala Farms Ltd. may encounter in marketing their yam tubers in Canada:
(PICK ANY FOUR)
(i) High transportation and shipping costs may increase the total cost of exporting the yams.
(ii) Government import restrictions, tariffs, and customs duties may make the products more expensive.
(iii)
Strict quality, packaging, and health standards may prevent the yams
from entering the Canadian market if they do not meet the required
standards.
(iv) Language and cultural differences may make communication and marketing more difficult.
(v) Exchange rate fluctuations may reduce the profit earned from export sales.
(vi) Competition from other foreign exporters may reduce the demand for the yams.
(5b)
(PICK ANY THREE)
(i)
Overseas Sales Branch: Bala Farms Ltd. can establish its own sales
office or branch in Canada to market and sell its yam tubers directly to
customers. The branch will handle advertising, distribution, customer
enquiries, and after-sales services. This gives the company greater
control over its marketing activities and helps build customer
confidence.
(ii) Travelling Sales Representatives: The company
can send its sales representatives to Canada to meet importers and
customers personally. They negotiate prices, promote the yam tubers,
obtain orders, and maintain good business relationships. This method
helps the company understand customers' needs and increase sales.
(iii)
Foreign Distributors or Dealers: Bala Farms Ltd. can appoint reliable
distributors or dealers in Canada to purchase the yam tubers directly
from the company and sell them to consumers. The distributors understand
the local market and help ensure that the products reach customers
quickly. This also reduces the company's marketing burden.
(iv)
Direct Orders through the Internet: The company can advertise its yam
tubers through its website or online platforms and receive orders
directly from customers or importers in Canada. Payments and
communication can also be carried out online before shipment. This
method is fast, cost-effective, and enables the company to reach many
buyers in different locations.
(6a)
(PICK ANY ONE)
A
facilitator is an individual or organization that assists in the
movement and exchange of goods and services between producers and
consumers without taking ownership of the goods. They provide supporting
services such as transportation, warehousing, banking, insurance,
advertising, and communication to make marketing activities easier and
more efficient. Facilitators help ensure that goods reach the final
consumers at the right time and in good condition.
OR
A
facilitator is a person or organization that provides essential services
which help producers distribute and market their goods effectively.
Unlike wholesalers and retailers, a facilitator does not buy or sell the
goods or take ownership of them. Instead, they support the marketing
process by offering services such as transportation, storage, banking,
insurance, advertising, and communication. These services help ensure
that goods reach consumers safely, quickly, and efficiently.
(6b)
-Importance of Primary Products to a Country:
(PICK ANY TWO)
(i)
Source of Foreign Exchange: Primary products such as cocoa, crude oil,
timber, and cotton are exported to other countries, earning foreign
exchange. This foreign exchange is used to pay for imports and support
economic development. It also strengthens the country's economy.
(ii)
Provision of Raw Materials: Primary products provide raw materials for
manufacturing industries. For example, cotton is used in textile
production, while timber is used in furniture making. This supports
industrial growth, increases production, and ensures a steady supply of
materials for industries.
(iii) Employment Generation: The
production of primary products creates jobs in farming, mining, fishing,
and forestry. It provides income for many people and helps to reduce
unemployment. This improves the standard of living of citizens.
(iv)
Source of Government Revenue: The government earns revenue through
taxes, royalties, and export duties on primary products. The revenue is
used to provide public services such as roads, schools, hospitals, and
other development projects. It also helps the government finance
national programmes.
-Importance of Secondary Products to a Country:
(PICK ANY TWO)
(i)
Value Addition to Raw Materials: Secondary products are manufactured
from primary products, increasing their value before sale. This enables
the country to earn higher income than selling raw materials alone. It
also improves the competitiveness of local products.
(ii)
Industrial Development: The production of secondary goods encourages the
growth of manufacturing industries. It promotes technological
advancement and increases the country's industrial capacity. This
contributes to economic growth and improves the country's level of
industrialization.
(iii) Employment Opportunities: Manufacturing
industries producing secondary products employ skilled and unskilled
workers. This creates more jobs and improves the income of individuals.
It also reduces the level of unemployment and raises the standard of
living.
(iv) Increased Export Earnings: Processed and
manufactured goods often attract higher prices in international markets.
Exporting secondary products increases foreign exchange earnings and
improves the country's balance of trade.
(7a)
(PICK ANY ONE)
An
organisational market is a market made up of businesses, government
agencies, and other organisations that buy goods and services for
production, resale, or the performance of their operations rather than
for personal consumption. These organisations purchase in large
quantities to meet their business or institutional needs. Organisational
markets include industrial markets, reseller markets, and government
markets.
OR
An organisational market is a market where
organisations or institutions purchase goods and services for use in
their business activities, production processes, resale, or to carry out
official functions. The buyers are mainly companies, government
agencies, schools, hospitals, and other institutions, not individual
consumers. Goods are usually bought in large quantities to achieve
organisational objectives and ensure efficient operations.
(7b)
(7c)
(PICK ANY SIX)
(i) It should be measurable so that the size and buying power of the segment can be determined.
(ii) It should be accessible so that the target customers can be reached easily.
(iii) It should be substantial enough to generate reasonable profit.
(iv) It should be responsive to the firm's marketing efforts.
(v) Customers within the segment should have similar needs and characteristics.
(vi) The different market segments should be clearly distinct from one another.
(vii) The firm should have the ability to serve the selected market segment effectively.
(8a)
(PICK ANY ONE)
Scrambled
merchandising is the practice of a retailer selling a wide variety of
goods that are not closely related to one another in the same store. It
involves adding new and unrelated product lines to attract more
customers and increase sales. For example, a supermarket may sell
groceries, clothing, electronics, cosmetics, and household items under
one roof. This helps the retailer satisfy different customer needs in
one place and increase profit.
OR
Scrambled merchandising
is a marketing practice where a retailer sells different types of
unrelated products in the same shop. Instead of selling only one
category of goods, the retailer offers a variety of items to meet
different customer needs. For example, a pharmacy may also sell soft
drinks, toiletries, snacks, and household items. This strategy helps
attract more customers, increase sales, and improve the retailer's
profit.
(8b)
(PICK ANY FOUR)
(i) Product Selection: A
merchandiser selects the right products that customers need and want.
They ensure that quality goods are available for sale at the right time
and in the right quantity. This helps satisfy customers' needs, increase
sales, and improve the reputation of the business.
(ii) Stock
Control: A merchandiser monitors the quantity of goods in stock to
prevent shortages or overstocking. They arrange for new supplies
whenever stock is low and ensure that goods are always available. This
helps reduce losses and ensures smooth business operations.
(iii)
Product Display: A merchandiser arranges and displays goods neatly and
attractively to encourage customers to buy them. They ensure that
products are easy to locate and properly labelled. Attractive displays
increase customer interest, improve the appearance of the store, and
boost sales.
(iv) Pricing of Goods: A merchandiser helps to fix
suitable prices for products by considering production costs, market
demand, and competitors' prices. They ensure that prices are fair to
customers while allowing the business to make a reasonable profit.
Proper pricing also helps the business remain competitive.
(v)
Sales Promotion: A merchandiser plans and organizes promotional
activities such as discounts, special offers, free samples, and product
demonstrations. These activities attract more customers and encourage
them to buy more products. As a result, sales increase and the business
earns more profit.
(vi) Market Information: A merchandiser
collects information about customers' preferences, competitors'
activities, and changes in market trends. They provide this information
to management to support better business decisions. This enables the
business to meet customers' needs effectively and remain competitive in
the market.
(9a)
(PICK ANY ONE)
Internet ethics refers
to the moral principles and rules that guide the responsible and
acceptable use of the internet. It involves behaving honestly,
respectfully, and responsibly while using online platforms and digital
resources. Internet ethics encourages users to respect the privacy,
rights, and intellectual property of others and to avoid activities such
as cyberbullying, hacking, online fraud, and plagiarism.
OR
Internet
ethics is the code of conduct that guides the proper and responsible
use of the internet. It consists of rules and standards that encourage
users to use online resources in a lawful, fair, and respectful manner.
It also promotes honesty, respect for other people's privacy and
intellectual property, and discourages harmful practices such as
cybercrime, identity theft, and the spread of false information.
(9b)
(PICK ANY FOUR)
(i)
Hacking: Hacking is the act of gaining unauthorized access to another
person's computer, network, or online account. Hackers steal, alter, or
destroy information without permission. This can lead to financial loss,
privacy breaches, and damage to computer systems. It may also expose
confidential information and disrupt normal business activities.
(ii)
Cyber Fraud: Cyber fraud is the use of the internet to deceive people
and obtain money, goods, or confidential information illegally. It
includes activities such as online scams, phishing, fake investment
schemes, and fraudulent online shopping. Cyber fraud causes financial
losses to victims, damages the reputation of businesses, and reduces
public confidence in online transactions.
(iii) Identity Theft:
Identity theft is the unlawful use of another person's personal
information, such as passwords, bank details, or identity documents,
without permission. The stolen identity is often used to commit fraud or
other crimes. Victims may suffer financial and reputational damage. It
can also lead to unauthorized access to bank accounts and online
services.
(iv) Cyberbullying: Cyberbullying is the use of the
internet or social media to harass, threaten, insult, or embarrass
another person. It can cause emotional distress, fear, and psychological
harm to the victim. It is common on social networking platforms. In
severe cases, it may affect the victim's mental health, academic
performance, or social life.
(v) Plagiarism: Plagiarism is the
act of copying another person's work, ideas, or information from the
internet and presenting it as one's own without proper acknowledgement.
It is dishonest and violates intellectual property rights. It is common
in academic and professional work. It can result in loss of credibility,
disciplinary action, or legal consequences.
(vi) Spreading
Malware or Viruses: This involves creating or distributing harmful
software through the internet to damage computers or steal information.
Malware can delete files, slow down systems, or give criminals access to
personal data. It poses a serious threat to computer security. It may
also cause loss of important data, disrupt business operations, and
require expensive repairs or recovery.
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