2026 WAEC MARKETING ANSWER


MARKETING
1-10: ACDACBBCBC
11-20: ADDCCACABC
21-30: DBCBCABCCB
31-40: ABCCDCADBA


(1a)
(PICK ANY GIVE)
(i) Madam Juls purchases goods in very large quantities from Azon Ltd., thereby helping the company increase its sales volume.

(ii) She breaks bulk by dividing large quantities of goods into smaller units suitable for retailers' purchases and resale.

(iii) She stores goods in her warehouse until retailers demand them, ensuring continuous product availability in the market.

(iv) She transports and distributes goods to retailers located in different areas, making products easily accessible to consumers.

(v) She provides valuable market information concerning customer preferences, demand patterns, and competitors' activities to Azon Ltd.

(vi) She promotes Azon Ltd.'s products among retailers, encouraging wider acceptance and increased sales within the market.

(ix) She bears risks associated with storage and distribution, including theft, deterioration, fire outbreaks, and accidental damage.

(viii) She finances part of the distribution process by purchasing goods before they are eventually sold to consumers.

(ix) She maintains a regular supply of products to retailers, preventing shortages and ensuring customer needs are met.

(1b)
(PICK ANY FIVE)
(i) The nature of the product may determine whether a direct or indirect distribution channel is most appropriate.

(ii) The financial strength of Azon Ltd. can influence its ability to establish and maintain distribution outlets.

(iii) The geographical location and number of customers may affect the choice of a suitable distribution channel.

(iv) The cost involved in using a particular distribution channel can influence the company's final distribution decision.

(v) The availability and efficiency of wholesalers and retailers may determine the channel selected by Azon Ltd.

(vi) The level of competition in the market may influence the company to adopt a more effective channel.

(vii) Government regulations and trade policies may restrict or encourage the use of certain distribution channels.

(viii) The desired market coverage may influence whether intensive, selective, or exclusive distribution is adopted.

(ix) The size and frequency of customers' orders may determine the most economical distribution channel to use.

(x) The availability of transportation and communication facilities may influence the efficiency of a chosen channel.

(xi) The company's marketing objectives and policies may affect the selection of an appropriate distribution channel.

(xii) Prevailing economic conditions may influence distribution costs and the effectiveness of various distribution channels.

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(2a)
(PICK ANY ONE)
Pricing is the process of determining and fixing the amount of money a customer must pay for a product or service. It involves setting a price that will cover the cost of production and help the business achieve its objectives, such as making profit and increasing sales.

OR

Pricing is a marketing activity that involves setting a value or selling price for goods and services in order to achieve business objectives such as profit-making, sales growth, or market expansion.

OR

Pricing is the exchange value placed on a product or service, expressed in monetary terms. It represents the amount buyers are willing to pay and sellers are willing to accept for a product or service.


(2bi)
(PICK ANY ONE)
Penetration pricing is a pricing strategy in which a company introduces a new product at a relatively low price in order to attract a large number of customers quickly. The aim is to gain market acceptance and increase market share before competitors can respond.

OR

Penetration pricing is the practice of charging a low initial price for a new product to encourage trial purchases and stimulate demand. Once the product becomes popular and gains customer loyalty, the company may gradually increase the price.

(2bii)
(PICK ANY ONE)
Price skimming is a pricing strategy whereby a company sets a high initial price for a new product and later reduces the price gradually. This enables the company to recover development costs quickly and earn maximum profit from customers who are willing to pay more.

OR

Price skimming involves charging a high price when a product is first introduced into the market and lowering the price over time as competition increases or demand from early buyers declines. It is common with innovative and technological products.

(2biii)
(PICK ANY ONE)
Geographical pricing is a pricing strategy in which the price of a product differs from one location to another. The variation in price is usually due to transportation costs, distribution expenses, taxes, or differences in market conditions.

OR

Geographical pricing refers to the practice of charging customers different prices depending on their geographical location. It ensures that additional costs incurred in supplying goods to distant areas are covered by the selling price.

(2biv)
(PICK ANY ONE)
Price haggling is a pricing method in which buyers and sellers negotiate the price of a product until they reach a mutually acceptable agreement. The final price is therefore determined through bargaining rather than being fixed.

OR

Price haggling is the process of bargaining over the price of goods or services. It is common in open markets where sellers may adjust prices based on the buyer's negotiating ability and market conditions.

(2c)
(PICK ANY FIVE)
(i) Cost of production: The company must consider the total cost of producing the product so that the selling price will cover costs and yield profit.

(ii) Demand for the product: When demand is high, a company may charge a higher price. When demand is low, it may reduce the price to attract more buyers.

(iii) Prices charged by competitors: A company considers the prices of similar products in the market to remain competitive and avoid losing customers.

(iv) Government policies and regulations: Government taxes, price controls, and other regulations can influence the price a company charges for its products.

(v) Profit objective of the company: The amount of profit the company intends to make will affect the price it fixes for its products.

(vi) Purchasing power of consumers: The company should consider the income level and ability of consumers to pay for the product.

(vii) Nature and quality of the product: High-quality or luxury products are usually sold at higher prices than ordinary products.

(viii) Distribution and transportation costs: The cost of moving products from the producer to consumers may increase the selling price.

(ix) Economic conditions: Factors such as inflation, recession, and changes in the economy can affect pricing decisions.

(x) Company image and marketing objectives: A company may set prices to create a particular image for its products or to achieve specific marketing goals.

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(3a)
(PICK ANY THREE)
(i) It provides storage facilities for goods until they are needed for sale.

(ii) It helps to prevent stock shortages by ensuring that adequate goods are available at all times.

(iii) It protects goods from theft, damage, fire, and adverse weather conditions.

(iv) It enables the retailer to buy goods in bulk and enjoy quantity discounts.

(v) It helps maintain a steady supply of goods throughout the year, especially during periods of high demand.

(vi) It facilitates the efficient distribution and movement of goods to the sales outlet.

(3bi)
(PICK ANY ONE)
Scrambled merchandising is the practice whereby a retail firm sells a wide variety of unrelated products that are not normally associated with its main line of business.

OR

Scrambled merchandising is a retailing strategy in which a retailer adds new and unrelated product lines to its existing range of goods in order to attract more customers and increase sales.

(3bii)
(PICK ANY FOUR)
(i) To increase sales revenue: By offering a wider range of products, the retailer can attract more customers and generate higher sales. Customers who come to buy one item may also purchase other unrelated products.

(ii) To attract and retain customers: Customers can purchase different types of goods in one location, making shopping more convenient. This convenience encourages repeat patronage and customer loyalty.

(iii) To maximize the use of available space: Unused or underutilized store space can be used to display and sell additional products. This helps the retailer make better use of available resources.

(iv) To reduce business risk: Selling different product lines helps the retailer avoid overdependence on a single product category. If demand for one product falls, income from other products can support the business.

(v) To meet changing consumer needs: Customers' tastes and preferences change over time. By diversifying its product range, the retailer is able to satisfy a wider variety of customer needs.

(vi) To gain a competitive advantage: Offering a broader range of goods can make the retailer more attractive than competitors who sell only a limited range of products.

(vii) To increase profit: Additional product lines create more opportunities for earning profit and improving the overall performance of the business.

(viii) To boost impulse buying: Customers who come to buy one item may be encouraged to purchase other unrelated products displayed in the store, thereby increasing sales.

(ix) To improve customer convenience: Customers save time and transportation costs when they can purchase many different products from one retail outlet.

(x) To increase market share: A wider range of products enables the retailer to attract different groups of customers and capture a larger share of the market.

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(4a)
(PICK ANY FIVE)
(i) It provides a permanent record of the advertisement which can be kept for future reference.

(ii) Readers can read and re-read the advertisement at their convenience, thereby improving understanding of the message.

(iii) Detailed information about a product can be presented because there is sufficient space for explanations and illustrations.

(iv) It allows advertisers to target specific groups of readers through specialized newspapers and magazines.

(v) The cost of advertising in some print media is relatively lower than that of television advertising.

(vi) Print advertisements can be easily carried from one place to another.

(vii) Newspapers and magazines enjoy a high degree of credibility among readers.

(viii) The advertisement can reach many readers through circulation and sharing.

(4b)
(PICK ANY FIVE)
(i) Television combines sight, sound, motion, and colour, making advertisements more attractive and effective.

(ii) It has a wide audience reach and can communicate with millions of viewers at the same time.

(iii) Demonstrations of products can be shown, making it easier for consumers to understand how the product works.

(iv) Television advertisements have a strong impact on viewers and are easily remembered.

(v) It is effective in creating awareness for new products and improving brand image.

(vi) Television can influence consumers' buying decisions through visual and audio appeal.

(vii) It reaches both literate and illiterate members of the population.

(viii) It provides immediate and rapid dissemination of advertising messages.

(ix) Television advertisements can create emotional appeal through the use of music, drama, and pictures.

(x) It is suitable for advertising products meant for a national or mass market.

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(5a)
(i) The consultant would first identify and clearly define the problem of declining sales facing the toy shop.

(ii) He would determine the objectives of the research and specify the information required for the study.

(iii) He would develop an appropriate research plan, including methods, sources of data, and research instruments.

(iv) He would collect relevant data from customers, competitors, retailers, and other useful market sources.

(v) He would organize, classify, and process the data collected to make it suitable for analysis.

(vi) He would analyze and interpret the data to identify the causes of the decline in sales.

(vii) He would draw conclusions based on the findings obtained from the analysis of the research data.

(viii) He would prepare a comprehensive report containing findings, conclusions, and recommendations for management.

(ix) He would present the report to the management of the toy shop for consideration and implementation.

(x) He would monitor and evaluate the effectiveness of the recommendations after they have been implemented.

(5b)
(PICK ANY FIVE)
(i) The toy shop may wish to introduce a new product and require information about customers' acceptance and preferences.

(ii) The management may be experiencing intense competition and need professional advice on maintaining or increasing market share.

(iii) The business may intend to expand into new markets and require research before making investment decisions.

(iv) The toy shop may be facing customer complaints and need to determine the causes of dissatisfaction.

(v) The management may want to review its pricing policy to ensure products remain competitive and profitable.

(vi) The business may need information on changing consumer tastes and preferences to remain relevant in the market.

(vii) The company may be considering a new advertising campaign and require research to determine its likely effectiveness.

(viii) The toy shop may be experiencing distribution problems and need professional guidance on improving product availability.

(ix) The management may wish to improve customer service and require research to identify customers' expectations.

(x) The business may want to assess the strengths and weaknesses of competitors to improve its marketing strategies.

(xi) The company may need information for forecasting future demand and making effective production or stocking decisions.

(xii) The management may be considering rebranding its products and require research to determine customers' reactions.

(xiii) The business may wish to identify new market opportunities and profitable customer segments for future growth.

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(6a)
(PICK ANY TWO)
(i) Teaching is a service product, while a refrigerator is a tangible product.

(ii) Teaching cannot be seen, touched, or stored before use, whereas a refrigerator can be seen, touched, stored, and transported from one place to another.

(iii) Teaching is produced and consumed at the same time, while a refrigerator is produced first and consumed later.

(iv) Teaching depends largely on the skill and performance of the teacher, whereas a refrigerator is a manufactured product whose quality can be standardized.

(6b)
(PICK ANY FOUR)
(i) Cost of transportation: The factory will choose a mode of transport that minimizes transportation costs and helps maximize profit.

(ii) Nature of the product: Since cement is bulky and heavy, transportation modes capable of carrying large quantities efficiently, such as rail or road haulage, may be preferred.

(iii) Distance to the destination: The distance between the factory and the market influences the choice of transport. Long distances may require rail or water transport, while short distances may be served by road transport.

(iv) Availability of transport facilities: The factory will consider whether suitable roads, railways, ports, vehicles, or other transport facilities are available for moving the cement.

(v) Speed of delivery: Where customers require urgent delivery, the factory may choose a faster means of transportation.

(vi) Safety and security of goods: The transport mode selected should reduce the risk of damage, theft, or loss of the cement during transit.

(vii) Quantity of goods to be transported: Large quantities of cement may require transportation modes with high carrying capacity, such as rail transport.

(viii) Weather and climatic conditions: Bad weather conditions may affect the availability and efficiency of certain means of transport, thereby influencing the factory's choice.