Neco Marketing 2026 Questions and Answers

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Thursday, 23rd July 2026
Marketing 3 & 1 (Objective & Essay) 10:00am – 12:40pm

MARKETING OBJ:
1-10: BBCBCCDEAA
11-20: ABBDADEBDB
21-30: CABDBDCAED
31-40: BDBCCCCBAD
41-50: DBABBCEADA
51-60: ABEBCDAAEA

Neco Marketing 2026 Questions and 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.

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.

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.

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.

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.

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.

Neco Marketing 2026 Questions and Answers

(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.

Neco Marketing 2026 Questions and Answers

(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.

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.

Neco Marketing 2026 Questions and Answers

(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.

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.

Neco Marketing 2026 Questions and Answers

(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.

Neco Marketing 2026 Questions and Answers
(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.

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.

Neco Marketing 2026 Questions and Answers

(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.

Neco Marketing 2026 Questions and Answers

(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.

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.

Neco Marketing 2026 Questions and Answers

(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.

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.

Neco Marketing 2026 Questions and Answers

(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.

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.

Neco Marketing 2026 Questions and Answers

Neco Marketing 2026 Questions and Answers

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