New Curriculum Third Term Marketing examination for SS 1

Class: SS 1
Term: Third 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 team develops a distinctly new way for customers to refill detergent. The innovation primarily concerns ________. (a) a superficial visual redesign without altering the product experience    (b) a revised pricing policy for unchanged refill bottles    (c) the product-service experience and delivery process    (d) an internal supplier record update without change to customer refill access
2. An entrepreneur learns that excessive waste damages nearby drainage. A socially responsible change would be ________. (a) ignore damage because jobs are being created    (b) conceal the waste from customers    (c) increase advertising to replace environmental controls    (d) redesign disposal and reuse practices while checking costs
3. A promising entrepreneur assesses risks before committing savings. Which trait is demonstrated? (a) Informed risk taking    (b) A refusal to consider evidence    (c) Guaranteed risk elimination    (d) Reliance only on luck
4. Which is NOT a sound reason to conduct a controlled market test? (a) To guarantee the product can never fail after launch    (b) To collect real buyer reactions    (c) To identify technical faults    (d) To adjust pricing and distribution assumptions
5. Which sequence best describes evidence-led new product development? (a) Advertise first, ignore tests, then select customers    (b) Fix the price first, avoid design review, then manufacture    (c) Launch before identifying a target market    (d) Identify need, generate ideas, screen, prototype, test and launch
6. A marketer notices many market women struggle to track daily credit sales. Which business idea best responds to the evidence? (a) An affordable sales-record service tested with the traders    (b) A generic service nobody requested    (c) A product unrelated to market transactions    (d) A costly device requiring unavailable infrastructure
7. Which editing decision most improves a customer tutorial? (a) Move all safety cautions out of view    (b) Shorten essential steps until viewers cannot repeat the procedure    (c) Change terms randomly to sound more technical    (d) Sequence the steps logically and show the result clearly
8. What should NOT guide a marketing-content performance review? (a) Relevance to the audience    (b) Accuracy of the message    (c) Counting likes as profits without checking business results    (d) Engagement and conversion where appropriate
9. A company improves a reusable bottle to reduce leakage without changing its basic purpose. This is ________. (a) complete abandonment of the product category    (b) incremental product innovation    (c) a change to a market’s legal ownership    (d) purely financial speculation
10. Which opportunity source directly uses existing customer behaviour? (a) An untested concept chosen without observing actual buyers    (b) Copying a shop name with no research    (c) Repeated requests for a product size not currently sold    (d) Choosing a price before identifying the offer
11. Which content type is most useful for demonstrating how a device works? (a) An unexplained price list without product details    (b) A random image unrelated to the product    (c) A clear instructional video showing safe steps    (d) A claim that instructions are unnecessary
12. Content performance should be assessed against ________. (a) the longest possible headline irrespective of response    (b) a defined marketing objective and relevant audience behaviour    (c) the size of the campaign’s audience without checking objective-specific outcomes    (d) the total count of unrelated posts
13. A local food-packaging venture trains ten workers and purchases produce from nearby growers. Its contribution includes ________. (a) employment and market access in the local economy    (b) automatic removal of all unemployment    (c) an end to competition in food retail    (d) guaranteed equal income for every household
14. Which development effect is most plausible for successful small enterprises? (a) Immediate elimination of inflation    (b) Automatic conversion of informal trade into exports    (c) A guarantee that all firms survive    (d) Local income, innovation and tax-base growth subject to business performance
15. A proposed app has enthusiastic users but no sustainable revenue plan. What needs testing? (a) Whether value delivered can support viable costs and income    (b) Whether the service attracts views without any paid or repeat users    (c) Whether it can collect the most downloads without retention    (d) Whether promotion can replace the actual service
16. A prototype breaks during testing. Which next decision best fits product development? (a) Launch unchanged and hide the fault    (b) Ignore intended-user feedback    (c) Treat failure as proof that no improvement is possible    (d) Diagnose the failure, revise the design and test again
17. Which content characteristic most strengthens trust in a comparison advertisement? (a) Unsupported claims that every competitor is dangerous    (b) Verifiable specifications and fair comparison conditions    (c) Different measurement standards for each item    (d) Concealment of the tested product version
18. ________ is a more reliable source of business ideas than unsupported guesswork. (a) Unverified rumours accepted as certainty    (b) Repeated customer complaints analysed for unmet needs    (c) Choosing randomly from a dictionary    (d) Copying competitors without checking demand
19. Which is NOT a useful entrepreneurial quality? (a) Ignoring customer feedback to protect the original idea    (b) Initiative    (c) Adaptability    (d) Financial discipline
20. A product-awareness post receives many views, but a conversion post generates purchases. What explains the difference? (a) Views necessarily equal confirmed purchases    (b) Content purpose does not affect evaluation    (c) Conversion is irrelevant to marketing    (d) Different content may serve different stages of the buying process
21. The ________ of a video tutorial should follow the sequence in which customers actually perform the task. (a) instructional steps    (b) advertisement slogans    (c) pricing discounts    (d) unrelated testimonials
22. The distinction between informational and persuasive content is primarily their ________. (a) file size alone    (b) author’s handwriting    (c) communication purpose    (d) where the post is hosted, ignoring its communication goal
23. Which of the following is NOT a sensible part of a content plan? (a) Posting private buyer data without consent    (b) Audience definition    (c) Content calendar    (d) Measurable objectives
24. A seller’s educational posts attract visits but few buyers. What is the best next investigation? (a) Whether every post uses the same word count    (b) Whether the audience, offer and purchase pathway are suitably aligned    (c) Whether the staff can post faster without review    (d) Whether images should contain more unrelated objects
25. All are recognised marketing-content formats except ________. (a) an informative blog article    (b) a short promotional video    (c) a warehouse lease agreement used solely for tenancy    (d) a product comparison infographic
26. A marketer wants to reuse customers’ photographs in adverts. The responsible approach is ________. (a) copy any public account’s photos without permission    (b) obtain suitable permission and identify any usage limits    (c) remove credit and claim original ownership    (d) assume purchase automatically transfers image rights
27. Which factor converts a creative thought into a stronger business opportunity? (a) A catchy name without customer research    (b) The owner’s confidence alone    (c) Verified buyer need and feasible means of serving it    (d) A social-media trend with no intended users
28. Which of these is NOT effective content-creation practice? (a) Proofreading claims    (b) Changing key product facts between versions for dramatic effect    (c) Checking factual accuracy    (d) Designing for the intended platform
29. ________ should determine which content format a marketer produces for a campaign. (a) The intended audience and communication objective    (b) Only the editor’s favourite music    (c) The number of available camera filters    (d) The oldest post on a competitor’s account
30. A proposed delivery service requires ₦45,000 monthly operating costs and can earn ₦5,000 contribution per delivery. How many deliveries cover those costs? (a) 5    (b) 9    (c) 40    (d) 50
31. A campaign targets first-time buyers needing reassurance. Which content is most relevant? (a) A bare payment request without product details    (b) A repeated generic company slogan only    (c) Internal payroll reports unrelated to buyers    (d) Clear demonstration, verified customer support terms and FAQs
32. The correct step after a prototype fails a leakage test is ________. (a) to launch immediately with the fault concealed    (b) to diagnose the fault, revise the design and retest    (c) to delete all customer test comments    (d) to claim that all leakage is normal
33. A business idea has potential buyers but depends on equipment the founder cannot access. The most urgent issue is ________. (a) the number of slogans used    (b) whether the idea has been promoted without access to working equipment    (c) technical and resource feasibility    (d) whether the idea has a foreign-sounding name
34. All except one indicate a promising opportunity. Identify the exception. (a) Expenses remain permanently unknown and unmeasured    (b) Specific target customers    (c) Accessible inputs    (d) A clear problem the service solves
35. A pilot sells 240 of 300 prepared packs. The pilot sell-through rate is ________. (a) 20%    (b) 24%    (c) 80%    (d) 125%
36. Which is NOT a reliable measure of an enterprise’s socio-economic value? (a) Jobs and skills developed    (b) Useful services delivered    (c) Purchases from local suppliers    (d) The owner’s use of expensive personal accessories
37. Which is NOT a satisfactory first feasibility question? (a) Who needs this offer?    (b) What resources are required?    (c) What price could cover costs?    (d) How quickly can I spend the entire starting capital?
38. A new product is poorly understood. Which content plan best supports awareness before purchase? (a) Publish repeated demands to buy without describing the product    (b) Explain the problem solved, demonstrate use and answer likely objections    (c) Avoid all audience questions    (d) Promote incompatible claims across channels
39. Which is NOT normally evidence of useful product innovation? (a) Improved durability verified by tests    (b) Lower waste with maintained safety    (c) Changing packaging without improving any identified customer outcome    (d) A new feature solving a documented problem
40. The main reason for studying repeated customer complaints before planning a venture is ________. (a) to guarantee the founder will face no competitors    (b) to replace all market research with the founder’s confidence    (c) to prove every complaint creates immediate profit    (d) to identify a specific unmet need that might support a viable service

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 new food brand produces attractive posts that viewers rarely turn into purchases. (a) Explain FIVE stages of an evidence-led content plan. (5 marks) (b) Recommend FIVE ways to revise the brand’s content for its target buyers without exaggerating product claims. (5 marks)

Question 2 (10 marks). A student proposes a digital sales-record service for traders. (a) Explain FIVE qualities of entrepreneurial awareness demonstrated when testing the idea. (5 marks) (b) Evaluate FIVE likely socio-economic contributions or obligations if the service grows. (5 marks)

Question 3 (10 marks). A service costs ₦45,000 monthly to operate and each paid transaction generates ₦5,000 contribution before fixed costs. A pilot marketed 300 packs and sold 240. (a) Find break-even transactions, pilot sell-through percentage and THREE sensible interpretations or limitations of the results. (5 marks) (b) Explain FIVE criteria for comparing this venture with an alternative marketing opportunity. (5 marks)

Question 4 (10 marks). A product-test group finds that a reusable container leaks after several uses. (a) Describe FIVE stages from problem identification to controlled product launch. (5 marks) (b) Explain FIVE reasons the firm must verify performance, safety and customer acceptance before large-scale production. (5 marks)

Objective Marking Scheme
Question 1 – ✅ (c) the product-service experience and delivery process
Question 2 – ✅ (d) redesign disposal and reuse practices while checking costs
Question 3 – ✅ (a) Informed risk taking
Question 4 – ✅ (a) To guarantee the product can never fail after launch
Question 5 – ✅ (d) Identify need, generate ideas, screen, prototype, test and launch
Question 6 – ✅ (a) An affordable sales-record service tested with the traders
Question 7 – ✅ (d) Sequence the steps logically and show the result clearly
Question 8 – ✅ (c) Counting likes as profits without checking business results
Question 9 – ✅ (b) incremental product innovation
Question 10 – ✅ (c) Repeated requests for a product size not currently sold
Question 11 – ✅ (c) A clear instructional video showing safe steps
Question 12 – ✅ (b) a defined marketing objective and relevant audience behaviour
Question 13 – ✅ (a) employment and market access in the local economy
Question 14 – ✅ (d) Local income, innovation and tax-base growth subject to business performance
Question 15 – ✅ (a) Whether value delivered can support viable costs and income
Question 16 – ✅ (d) Diagnose the failure, revise the design and test again
Question 17 – ✅ (b) Verifiable specifications and fair comparison conditions
Question 18 – ✅ (b) Repeated customer complaints analysed for unmet needs
Question 19 – ✅ (a) Ignoring customer feedback to protect the original idea
Question 20 – ✅ (d) Different content may serve different stages of the buying process
Question 21 – ✅ (a) instructional steps
Question 22 – ✅ (c) communication purpose
Question 23 – ✅ (a) Posting private buyer data without consent
Question 24 – ✅ (b) Whether the audience, offer and purchase pathway are suitably aligned
Question 25 – ✅ (c) a warehouse lease agreement used solely for tenancy
Question 26 – ✅ (b) obtain suitable permission and identify any usage limits
Question 27 – ✅ (c) Verified buyer need and feasible means of serving it
Question 28 – ✅ (b) Changing key product facts between versions for dramatic effect
Question 29 – ✅ (a) The intended audience and communication objective
Question 30 – ✅ (b) 9
Question 31 – ✅ (d) Clear demonstration, verified customer support terms and FAQs
Question 32 – ✅ (b) to diagnose the fault, revise the design and retest
Question 33 – ✅ (c) technical and resource feasibility
Question 34 – ✅ (a) Expenses remain permanently unknown and unmeasured
Question 35 – ✅ (c) 80%
Question 36 – ✅ (d) The owner’s use of expensive personal accessories
Question 37 – ✅ (d) How quickly can I spend the entire starting capital?
Question 38 – ✅ (b) Explain the problem solved, demonstrate use and answer likely objections
Question 39 – ✅ (c) Changing packaging without improving any identified customer outcome
Question 40 – ✅ (d) to identify a specific unmet need that might support a viable service

Theory Marking Scheme
Question 1 (10 marks)
(a) Objective, audience, message, format, calendar, evaluation; five 1 each
(b) Clear product benefits, truthful details, call to action, product demo, correct price, FAQs, credible proof; five 1 each

Question 2 (10 marks)
(a) Initiative, research, innovation, calculated risk, adaptability, resource planning; five 1 each
(b) Jobs, skill, customer efficiency, tax, local supply, data responsibility, fairness; five 1 each

Question 3 (10 marks)
(a) 9 transactions 1, 80% 1, three interpretations including sales do not establish profit; fixed costs; representative demand, 3
(b) Demand, skills, capital, costs, competitors, risks, legal/ethical requirements; five 1 each

Question 4 (10 marks)
(a) Identify need, generate solutions, screen, prototype, test, revise, launch; any five sequenced 1 each
(b) Safety, reputation, return costs, usability, demand, regulatory accuracy, waste reduction; five 1 each