New Curriculum Second Term Marketing examination for SS 1

Class: SS 1
Term: Second 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. The correct step when a promotional campaign generates views but little net contribution is ________. (a) to treat every view as a paid purchase    (b) to increase spending without analysing performance    (c) to examine the target audience, conversion results and campaign costs    (d) to ignore negative customer feedback
2. All these may affect marketing externally except ________. (a) consumer purchasing power    (b) supplier reliability    (c) regulatory changes    (d) the retailer’s choice of internal shelf-label font
3. Which change is most likely part of a firm’s immediate microenvironment? (a) A national change in interest rates    (b) A principal flour supplier repeatedly misses deliveries    (c) A nationwide change in taxation rules    (d) A long-term climate trend affecting all farms
4. A firm receives evidence that its advertisement overstates product performance. What is its best action? (a) Pay for more exposure before addressing the evidence    (b) Withdraw or correct the claim and communicate accurately    (c) Delete complaints without investigating    (d) Reclassify the product to avoid responsibility
5. A fuel-price rise raises distribution costs for nearly all retailers. This is best classified as ________. (a) an economic macroenvironment influence    (b) an internal employee welfare change only    (c) a customer loyalty scheme    (d) a single shop’s shelf arrangement
6. Which claim is NOT correct about the promotional mix? (a) Different elements suit different objectives    (b) Promotion should match its intended audience    (c) Every customer responds identically to the same channel    (d) Performance should be monitored
7. A firm uses paid television messages and salesperson demonstrations. These are examples of ________. (a) warehousing and inventory receipt    (b) consumer research and raw-material processing    (c) advertising and personal selling    (d) pricing and factory maintenance
8. Which of these is NOT compatible with ethical marketing? (a) Truthful claims    (b) Hiding material conditions of a promotional offer    (c) Fair treatment of customers    (d) Respect for privacy
9. Which promotion-mix element relies most directly on earned media and organisational reputation? (a) Public relations    (b) Personal selling alone    (c) Sales promotion discounts    (d) Product storage and transport
10. A new baker wants a business account on a social platform. What should be decided before creating it? (a) A random username without considering brand confusion    (b) The maximum number of unrelated accounts to open    (c) Target audience, business goals and content-management capacity    (d) A promise to post every minute regardless of resources
11. Which indicator would best warn a snack company about falling customer affordability? (a) Changes in internal shelving capacity instead of consumer income    (b) Changes in household income relative to its selling price    (c) The shade of delivery vehicles    (d) The date its first shop opened
12. A marketing plan ignores emerging competitors on the same street. The missing analysis concerns ________. (a) only workplace furniture    (b) only internal staffing costs while ignoring competitors    (c) climate classification alone    (d) competitive forces in the market environment
13. A supplier’s late delivery causes stockouts. Which response best addresses the immediate environmental risk? (a) Review supplier reliability and maintain appropriate alternatives    (b) Spend all available funds on more advertising    (c) Ignore procurement and change the product name    (d) Assume the missed delivery cannot recur
14. Which of these is NOT a sound role of promotion? (a) Concealing critical product limitations    (b) Informing likely buyers    (c) Persuading within truthful claims    (d) Reminding existing customers
15. A small shop moves high-demand household essentials to an easier-to-find section. The test of success should be ________. (a) only the owner’s enjoyment of the new display    (b) whether the shelves look taller    (c) whether the new display attracts attention without checking purchases    (d) better customer access and measurable sales or service outcomes
16. Which selection criterion is most relevant when comparing social platforms? (a) Whether the platform name rhymes with the brand    (b) The platform’s popularity among people outside the target audience    (c) A guarantee that no account will ever be compromised    (d) Audience fit, content format and reliable engagement
17. The ________ arrangement helps customers find relevant categories quickly within a retail store. (a) visual merchandising    (b) advertising expenditure    (c) market pricing    (d) supplier contract negotiation
18. A new rule requires clearer allergen labels. The appropriate marketing adjustment is ________. (a) remove the ingredients list to save space    (b) hide the rule until competitors comply    (c) replace all nutritional information with slogans    (d) comply with the legal requirement and update packaging information
19. A customer buys a defective item because a salesperson suppressed known faults. What long-term effect is likely? (a) Automatic improvement in customer loyalty    (b) Loss of trust, complaints and possible regulatory consequences    (c) Guaranteed expansion of the market    (d) Elimination of all refund responsibilities
20. What distinguishes online merchandising from arranging a physical shelf? (a) Online stores need no product descriptions    (b) Digital displays make stock availability irrelevant    (c) Search ranking, product photos and digital navigation shape discovery    (d) Online sellers cannot group items by category
21. A baker wants to show a short demonstration of cake decoration. Which platform feature is most relevant? (a) A feature that guarantees sales without content    (b) A hidden account that nobody can access    (c) A display that refuses all product images    (d) Short video posting and audience interaction
22. The main reason for refusing to fabricate customer reviews is ________. (a) to guarantee every authentic review is positive    (b) to remove the need for quality improvement    (c) to protect informed buyer decisions and the firm’s credibility    (d) to make truthful product descriptions less important
23. A temporary coupon intended to prompt faster purchases is chiefly ________. (a) public-relations crisis management    (b) permanent product redesign    (c) sales promotion    (d) distribution of raw materials
24. Which of the following is NOT an appropriate merchandising activity? (a) Displaying expired food as if freshly produced    (b) Clear price labelling    (c) Logical product arrangement    (d) Accurate stock presentation
25. A customer submits a phone number solely for a delivery update. Which use is ethical? (a) Sell it to unrelated advertisers without permission    (b) Publish it to demonstrate customer loyalty    (c) Send repeated unrelated adverts despite objection    (d) Use it for the authorised delivery purpose and protect it
26. A social page collects messages but customers receive no replies. Which performance issue is clearest? (a) Excessively accurate brand information    (b) An overabundance of physical shop space    (c) A guaranteed failure of the product itself    (d) Weak response and customer-service arrangements
27. Which is NOT a sound launch practice for a business social account? (a) Writing a recognisable description of the business    (b) Publishing private customer details to attract attention    (c) Providing accurate contact channels    (d) Assigning a responsible account administrator
28. The correct way to evaluate two platform campaigns is to ________. (a) compare results using comparable objectives and metrics    (b) count all views as purchases without evidence    (c) ignore spending and response quality    (d) change every metric midway through the campaign
29. Why does ethical advertising matter beyond a single transaction? (a) It makes independent product quality irrelevant    (b) It protects informed choice and sustainable customer relationships    (c) It guarantees sales without competition    (d) It eliminates every cost of promotion
30. A retailer spends ₦18,000 on a promotion generating ₦30,000 extra gross contribution before promotion cost. The net incremental contribution is ________. (a) ₦18,000    (b) ₦30,000    (c) ₦48,000    (d) ₦12,000
31. A shop labels two similar phone chargers at different prices without clear specifications. What must be improved? (a) Employee uniforms alone    (b) The arrangement of outdoor plants    (c) Accurate product information and labelling    (d) Advertising frequency without product details
32. ________ helps prevent customer disappointment when a promoted item is temporarily unavailable. (a) Removal of all product prices    (b) Accurate stock and availability communication    (c) A repeated promotion without checking whether stock is available    (d) Concealing inventory records
33. A phone-accessory store has attractive displays but frequent stockouts. Which merchandising improvement is most urgent? (a) Add more empty display stands    (b) Increase the number of promotional slogans    (c) Remove item identifiers from shelves    (d) Coordinate displays with stock monitoring and replenishment
34. Which result most strongly supports changing a promotional channel? (a) An aesthetically pleasing poster    (b) High spending but consistently low sales among the intended buyers    (c) A popular slogan unrelated to purchases    (d) A high view count without any tracking
35. Which measure helps determine whether a new product arrangement works? (a) Compare relevant sales and customer behaviour before and after the change    (b) Count shelves without considering sales    (c) Compare foot traffic without considering completed purchases    (d) Assume foot traffic equals completed purchases
36. A company discovers its advertised ‘one kilogram’ pack contains only 900 g. The proper response is ________. (a) keep the label because the difference is small    (b) correct the weights, affected customer transactions and advertising    (c) increase the price to cover the shortage    (d) remove scales from the packaging line
37. All except one support public confidence in marketing. Identify the exception. (a) Disclosing sponsorships where required    (b) Correcting misleading information    (c) Fabricating reviews from people who never bought the product    (d) Using verifiable comparisons
38. A brand wants repeat conversations and support within a known buyer group. Which social-media feature fits best? (a) Managed community or messaging interactions    (b) Anonymous claims posted without moderation    (c) A one-way product announcement with no customer-response arrangement    (d) Removing customer feedback channels
39. ________ can alter a retailer’s costs even when the shop’s internal procedures are unchanged. (a) A revised internal shelving plan    (b) A new shift rota within the shop    (c) A national increase in transport-fuel prices    (d) A change in the shop’s own staff uniforms
40. The ________ should be protected when establishing a business social-media account. (a) account credentials and customer information    (b) the frequency of posts rather than account-security controls    (c) public visibility of administrators’ passwords    (d) freedom to impersonate competitors

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 local wholesaler faces rising transport costs, a weak supplier and falling customer income. (a) Identify FIVE microenvironment or macroenvironment influences on marketing decisions. (5 marks) (b) Recommend FIVE actions the wholesaler could take without misrepresenting products to customers. (5 marks)

Question 2 (10 marks). A retailer rearranges the store but continues stocking expired items. (a) Explain FIVE activities that make merchandising effective. (5 marks) (b) Analyse FIVE ethical controls needed when labelling, displaying and promoting products. (5 marks)

Question 3 (10 marks). An online campaign receives 12,000 views, 240 link clicks and 120 purchases. Promotion costs ₦18,000 and extra contribution before that cost is ₦30,000. (a) Calculate click-through percentage, view-to-purchase percentage, purchase-to-click percentage, extra contribution and net contribution. (5 marks) (b) Explain FIVE reasons the firm should not judge performance by view count alone. (5 marks)

Question 4 (10 marks). A bakery intends to launch a social-media sales channel. (a) Explain FIVE criteria for selecting and safely maintaining suitable platforms. (5 marks) (b) Compare FIVE promotional-mix decisions that should be evaluated for a new product launch. (5 marks)

Objective Marking Scheme
Question 1 – ✅ (c) to examine the target audience, conversion results and campaign costs
Question 2 – ✅ (d) the retailer’s choice of internal shelf-label font
Question 3 – ✅ (b) A principal flour supplier repeatedly misses deliveries
Question 4 – ✅ (b) Withdraw or correct the claim and communicate accurately
Question 5 – ✅ (a) an economic macroenvironment influence
Question 6 – ✅ (c) Every customer responds identically to the same channel
Question 7 – ✅ (c) advertising and personal selling
Question 8 – ✅ (b) Hiding material conditions of a promotional offer
Question 9 – ✅ (a) Public relations
Question 10 – ✅ (c) Target audience, business goals and content-management capacity
Question 11 – ✅ (b) Changes in household income relative to its selling price
Question 12 – ✅ (d) competitive forces in the market environment
Question 13 – ✅ (a) Review supplier reliability and maintain appropriate alternatives
Question 14 – ✅ (a) Concealing critical product limitations
Question 15 – ✅ (d) better customer access and measurable sales or service outcomes
Question 16 – ✅ (d) Audience fit, content format and reliable engagement
Question 17 – ✅ (a) visual merchandising
Question 18 – ✅ (d) comply with the legal requirement and update packaging information
Question 19 – ✅ (b) Loss of trust, complaints and possible regulatory consequences
Question 20 – ✅ (c) Search ranking, product photos and digital navigation shape discovery
Question 21 – ✅ (d) Short video posting and audience interaction
Question 22 – ✅ (c) to protect informed buyer decisions and the firm’s credibility
Question 23 – ✅ (c) sales promotion
Question 24 – ✅ (a) Displaying expired food as if freshly produced
Question 25 – ✅ (d) Use it for the authorised delivery purpose and protect it
Question 26 – ✅ (d) Weak response and customer-service arrangements
Question 27 – ✅ (b) Publishing private customer details to attract attention
Question 28 – ✅ (a) compare results using comparable objectives and metrics
Question 29 – ✅ (b) It protects informed choice and sustainable customer relationships
Question 30 – ✅ (d) ₦12,000
Question 31 – ✅ (c) Accurate product information and labelling
Question 32 – ✅ (b) Accurate stock and availability communication
Question 33 – ✅ (d) Coordinate displays with stock monitoring and replenishment
Question 34 – ✅ (b) High spending but consistently low sales among the intended buyers
Question 35 – ✅ (a) Compare relevant sales and customer behaviour before and after the change
Question 36 – ✅ (b) correct the weights, affected customer transactions and advertising
Question 37 – ✅ (c) Fabricating reviews from people who never bought the product
Question 38 – ✅ (a) Managed community or messaging interactions
Question 39 – ✅ (c) A national increase in transport-fuel prices
Question 40 – ✅ (a) account credentials and customer information

Theory Marking Scheme
Question 1 (10 marks)
(a) Supplier micro, customer micro, competitor micro, fuel/inflation macro, regulatory macro, technology macro; any five accurately identified 1 each
(b) Supplier alternative, adjust stock, improve route, review pack/price, keep honest labels, monitor affordability; five justified 1 each

Question 2 (10 marks)
(a) Assortment, placement, clear price, replenishment, rotation, quality check; five 1 each
(b) Expiry check, correct weight, honest price, no misleading claims, returns, privacy, product safety; five 1 each

Question 3 (10 marks)
(a) 2% CTR, 1% view conversion, 50% click conversion, ₦30,000 before cost, ₦12,000 net, 1 each
(b) Audience quality, actual purchases, expenses, repeat purchase, brand trust, poor click quality, complaints; five 1 each

Question 4 (10 marks)
(a) Audience, format, time, secure access, privacy, response management, metrics; five 1 each
(b) Advertising, sales promotion, personal selling, PR, direct/digital marketing; examples and suitability, five 1 each