New Curriculum First Term Marketing examination for SS 1

Class: SS 1
Term: First Term
Subject: Marketing
Time: 2 hours
Total Marks: 70

SECTION A: OBJECTIVES (40 Marks)
Instruction: Answer all questions. Each question carries 1 mark. Choose the best option (a), (b), (c) or (d).

1. A firm wants to reduce waste without compromising food safety. Its first step should be ________. (a) discard all packaging immediately    (b) claim every material is biodegradable    (c) remove expiry information from containers    (d) map current packaging, spoilage and customer-use conditions
2. A bakery can produce 1,000 loaves daily but regular demand is only 600. What is the likely mistake in a pure production-first approach? (a) Producing capacity is treated as proof of consumer demand    (b) The firm has collected too much buyer feedback    (c) The bakery has no costs associated with waste    (d) Market demand automatically expands to match output
3. Which of these is NOT a useful test of whether the marketing concept is working? (a) Customers return and recommend the product    (b) The owner enjoys the advertisement’s background music    (c) Complaints are resolved more effectively    (d) Target customers find the offer relevant
4. A food processor replaces disposable trays with reusable crates. The related green-marketing benefit depends chiefly on ________. (a) actual reuse rates, cleaning costs and waste reduction    (b) the claim made on the label without measuring actual reuse    (c) whether crate labels use long slogans    (d) a promise that all packaging has zero impact
5. A customer compares specifications and prices of several household refrigerators before choosing. This illustrates ________. (a) purely habitual convenience purchase    (b) purchase of a raw industrial mineral    (c) shopping-good purchase behaviour    (d) unplanned consumption with no comparisons
6. Which business practice best demonstrates sustained customer orientation? (a) Ignoring product returns after payment    (b) Making products solely to keep machines running    (c) Using complaints and satisfaction data to improve the offer    (d) Using discounts as a substitute for quality
7. A detergent brand targets sales but its disposal process pollutes streams. What does the societal marketing concept demand? (a) Ignore community effects while sales grow    (b) Stop selling any product with packaging    (c) Replace product testing with public-relations claims    (d) Balance customer satisfaction, firm survival and community welfare
8. A refill pack uses less plastic but costs more to transport per item. What should the marketer do? (a) Assume less plastic always means lower total impact    (b) Stop measuring transport emissions    (c) Advertise carbon neutrality without supporting data    (d) Assess total environmental and customer effects before claiming improvement
9. Which characteristic most strongly differentiates an expensive specialty good from a convenience good? (a) The product is always consumed immediately    (b) It can never be sold through a retailer    (c) Buyer willingness to search for distinctive features or brand    (d) Its production cost is necessarily zero
10. A business chooses a market segment based on culture, income and household needs. What principle is being applied? (a) Market classification and segmentation using relevant customer characteristics    (b) Random distribution without buyer information    (c) A single uniform demand assumption    (d) Production scheduling without market evidence
11. A customer likes a phone but cannot afford it. In marketing analysis, the key distinction is between ________. (a) promotion and physical storage    (b) product design and factory waste    (c) packaging size and delivery route    (d) a want and effective demand backed by purchasing power
12. Which practice does NOT demonstrate green marketing? (a) Using extra unrecyclable packaging solely to look expensive    (b) Reducing unnecessary packaging    (c) Explaining verifiable environmental improvements    (d) Improving collection of used containers
13. Which decision is likely to improve a premium skincare launch? (a) Charge a premium for poor-quality goods and exaggerated claims    (b) Use random prices without defining target customers    (c) Align high quality, suitable price, selective outlets and credible promotion    (d) Advertise heavily while refusing consistent supply
14. All of the following are pricing considerations except ________. (a) production and distribution cost    (b) the seller’s preferred font style    (c) customers’ ability to pay    (d) competitors’ offerings
15. A shop reduces the price of a snack but has no stock for a week. What is the main marketing-mix lesson? (a) Lower prices automatically guarantee availability    (b) Stock management has no relation to marketing    (c) Promotion must always be eliminated    (d) Price incentives require matching product availability and distribution
16. A brand promises ‘available everywhere’ but supplies only one outlet. Which two Ps are most clearly misaligned? (a) Product and packaging alone    (b) Price and cost accounting alone    (c) Promotion and place    (d) Labour and raw-material supply alone
17. Compared with merely increasing sales, green marketing should also consider ________. (a) the promotional message without examining production and packaging impacts    (b) resource use, packaging waste and credible environmental impacts    (c) higher prices regardless of production methods    (d) removing all customer service
18. Why might a marketer prepare different messages for urban and rural buyers? (a) All consumers in a country have identical preferences    (b) Rural buyers cannot use modern communication    (c) Distribution access, lifestyles and income patterns may differ    (d) Urban location proves greater product quality
19. The correct step when deciding which market segment to serve is ________. (a) to assume all buyers have identical incomes    (b) to set one distribution channel without assessing access    (c) to ignore cultural and household differences    (d) to compare the likely buyers, transaction types and access conditions
20. Which plan best reflects societal marketing? (a) Maximise short-term sales using misleading health promises    (b) Ignore customers to satisfy only factory output targets    (c) Offer attractive products but refuse legal waste controls    (d) Produce useful low-waste packaging with truthful claims and acceptable margins
21. The ________ element of the marketing mix concerns access through suitable outlets and distribution channels. (a) price    (b) product    (c) place    (d) promotion
22. A company launches an aggressive promotion for a product that customers repeatedly return. Which diagnosis is strongest? (a) More sales calls alone will cure product defects    (b) Promotion is masking a failure of product-market fit    (c) Customer complaints are proof of high product value    (d) The marketing concept rejects quality improvement
23. Which is NOT a sound basis for comparing market types? (a) Nature of buyer and seller    (b) Product type    (c) The seller’s favourite month of the year    (d) Mode and scale of transactions
24. Which option correctly lists the conventional four Ps? (a) People, profit, policy and performance    (b) Product, price, place and promotion    (c) Price, profit, production and payroll    (d) Place, planning, patent and publicity
25. A business buys a commercial freezer for processing fish. The freezer is primarily ________. (a) a routinely consumed household snack    (b) an impulse confectionery product    (c) an industrial or capital-use product    (d) a perishable agricultural input sold to final consumers
26. A manufacturer advertises heavily, but delivery regularly fails. Why is marketing performance still weak? (a) Promotion cannot compensate for unreliable distribution    (b) Advertising removes the need for transport    (c) Sales volume has no relationship to product availability    (d) Distribution is separate from every customer experience
27. The main reason for requiring evidence before making a green-marketing claim is ________. (a) to eliminate the need to assess product quality    (b) to justify any selling price without comparison    (c) to make customer access to the product irrelevant    (d) to avoid misleading customers about the product’s environmental effect
28. Which action provides the strongest evidence that a seller understands a target market? (a) Comparing customer problems, buying capacity and preferred access channels    (b) Relying solely on the owner’s preferences without customer research    (c) Increasing prices without learning customer responses    (d) Using the same message for all consumers without testing
29. A juice maker uses small affordable cartons for pupils and larger packs for families. The main 4P adaptation is ________. (a) price alone with an identical package    (b) place alone without product change    (c) promotion alone without serving needs    (d) product and packaging matched to market segments
30. ________ should inform a new product design before an expensive promotional campaign. (a) Evidence of target customers’ needs    (b) The largest available advertisement size    (c) A competitor’s asking price without interviewing target buyers    (d) The producer’s preferred slogan
31. Which of the following is NOT a customer-focused marketing activity? (a) Monitoring buyer satisfaction    (b) Concealing known defects to accelerate sales    (c) Researching customer needs    (d) Designing suitable after-sales assistance
32. The ________ should be revised when an otherwise attractive campaign reaches buyers who cannot afford the offered pack. (a) the advertising frequency without correcting unaffordable pack sizes    (b) product-price fit for the intended segment    (c) salesperson’s handwriting    (d) company incorporation date
33. All the following strengthen credible green marketing except ________. (a) measurable reduction in material use    (b) accurate disposal instructions    (c) transparent description of trade-offs    (d) unsupported claims of complete environmental harmlessness
34. How did improved communication and transport affect Nigerian trading networks? (a) They widened access to market information and distant buyers    (b) They eliminated every informal market    (c) They made product quality irrelevant to transactions    (d) They stopped consumers from comparing prices
35. A firm begins with customer surveys before designing a product. This is most consistent with the ________. (a) marketing concept    (b) production-only concept    (c) selling concept regardless of need    (d) inventory-clearance concept
36. A retailer records frequent requests for smaller cooking-oil packs and begins stocking them. Which marketing function is most directly informed? (a) Employee attendance management only    (b) Market information and product assortment planning    (c) Raw material mining    (d) Vehicle engine maintenance
37. The selling concept differs most from the marketing concept because the selling concept emphasises ________. (a) beginning with consumer needs and satisfaction    (b) persuading buyers to take what the firm offers    (c) long-term consumer welfare and sustainability    (d) research-led development before production
38. The best measure of a long-term marketing improvement is ________. (a) A one-off increase in foot traffic without confirmed purchases    (b) advertisement length alone    (c) repeat purchasing supported by customer satisfaction and viable returns    (d) Higher advertising costs without better customer retention
39. Which product is best classified as a consumer convenience good for many households? (a) Bread purchased routinely at a nearby shop    (b) A customised industrial packaging machine    (c) A factory conveyor ordered for production    (d) A long-term warehouse lease
40. Which green-mix decision links product and place? (a) Print leaves on an unchanged disposable pack    (b) Offer durable refill containers through accessible collection outlets    (c) Raise prices while avoiding information on waste    (d) Promote a refill concept without making collection points accessible

SECTION B: THEORY (30 Marks)
Instruction: Answer Question 1 and any other TWO questions. Each answered question carries 10 marks. Show your working where applicable.

Question 1 (10 marks). A locally produced snack loses customers despite heavy advertising. (a) Explain FIVE marketing investigations that could identify the real problem. (5 marks) (b) Recommend FIVE coordinated changes using product, price, place and promotion as appropriate. (5 marks)

Question 2 (10 marks). A juice brand claims to practise the marketing concept but develops products before any customer consultation. (a) Distinguish THREE marketing orientations: production, selling and marketing, and give TWO consequences of getting the orientation wrong. (5 marks) (b) Explain FIVE interrelationships among the four Ps using this juice brand. (5 marks)

Question 3 (10 marks). A retailer plans to introduce refill detergent. (a) Explain FIVE features of credible green marketing and how they differ from misleading green claims. (5 marks) (b) Explain FIVE factors a retailer should consider before choosing refill packs and collection outlets. (5 marks)

Question 4 (10 marks). A company markets bread to households and industrial packaging machines to factories. (a) Compare FIVE ways consumer and industrial products may differ in buyers, use or purchase behaviour. (5 marks) (b) Describe FIVE market-classification or segmentation factors important when selling to different Nigerian communities. (5 marks)

Objective Marking Scheme
Question 1 – ✅ (d) map current packaging, spoilage and customer-use conditions
Question 2 – ✅ (a) Producing capacity is treated as proof of consumer demand
Question 3 – ✅ (b) The owner enjoys the advertisement’s background music
Question 4 – ✅ (a) actual reuse rates, cleaning costs and waste reduction
Question 5 – ✅ (c) shopping-good purchase behaviour
Question 6 – ✅ (c) Using complaints and satisfaction data to improve the offer
Question 7 – ✅ (d) Balance customer satisfaction, firm survival and community welfare
Question 8 – ✅ (d) Assess total environmental and customer effects before claiming improvement
Question 9 – ✅ (c) Buyer willingness to search for distinctive features or brand
Question 10 – ✅ (a) Market classification and segmentation using relevant customer characteristics
Question 11 – ✅ (d) a want and effective demand backed by purchasing power
Question 12 – ✅ (a) Using extra unrecyclable packaging solely to look expensive
Question 13 – ✅ (c) Align high quality, suitable price, selective outlets and credible promotion
Question 14 – ✅ (b) the seller’s preferred font style
Question 15 – ✅ (d) Price incentives require matching product availability and distribution
Question 16 – ✅ (c) Promotion and place
Question 17 – ✅ (b) resource use, packaging waste and credible environmental impacts
Question 18 – ✅ (c) Distribution access, lifestyles and income patterns may differ
Question 19 – ✅ (d) to compare the likely buyers, transaction types and access conditions
Question 20 – ✅ (d) Produce useful low-waste packaging with truthful claims and acceptable margins
Question 21 – ✅ (c) place
Question 22 – ✅ (b) Promotion is masking a failure of product-market fit
Question 23 – ✅ (c) The seller’s favourite month of the year
Question 24 – ✅ (b) Product, price, place and promotion
Question 25 – ✅ (c) an industrial or capital-use product
Question 26 – ✅ (a) Promotion cannot compensate for unreliable distribution
Question 27 – ✅ (d) to avoid misleading customers about the product’s environmental effect
Question 28 – ✅ (a) Comparing customer problems, buying capacity and preferred access channels
Question 29 – ✅ (d) product and packaging matched to market segments
Question 30 – ✅ (a) Evidence of target customers’ needs
Question 31 – ✅ (b) Concealing known defects to accelerate sales
Question 32 – ✅ (b) product-price fit for the intended segment
Question 33 – ✅ (d) unsupported claims of complete environmental harmlessness
Question 34 – ✅ (a) They widened access to market information and distant buyers
Question 35 – ✅ (a) marketing concept
Question 36 – ✅ (b) Market information and product assortment planning
Question 37 – ✅ (b) persuading buyers to take what the firm offers
Question 38 – ✅ (c) repeat purchasing supported by customer satisfaction and viable returns
Question 39 – ✅ (a) Bread purchased routinely at a nearby shop
Question 40 – ✅ (b) Offer durable refill containers through accessible collection outlets

Theory Marking Scheme
Question 1 (10 marks)
(a) Needs, product feedback, price research, competition, access, quality, market size; five 1 each
(b) Product fit, suitable pack, affordable price, dependable outlets, truthful promotion, after-sales feedback; five connected changes 1 each

Question 2 (10 marks)
(a) Three correct orientations 3, two consequences 2
(b) Product-pack fit, cost-price, customer affordability, outlet distribution, promotion claims, storage requirements; any five linked 1 each

Question 3 (10 marks)
(a) Waste reduction, verifiable evidence, lifecycle impacts, honest disposal guidance, no unsupported promises, product safety; five 1 each
(b) Customers, packaging reuse, hygiene, cost, transport, collection sites, customer access, actual waste reduction; five 1 each

Question 4 (10 marks)
(a) End use, buyer type, evaluation, quantity, buying process, after-sales needs; five comparable points 1 each
(b) Income, geography, access, culture, family size, purchase frequency, wholesale/retail role; five 1 each