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WAEC Marketing 2021 Answers & Questions

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WAEC
West Africa Examination council

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ESSAY/THEORY ANSWERS

(1ai)

(i) Television

(ii) Radio

(iii) Newspaper

(iv) Billboard

(v) Magazine

(vi) Cinema

(1b)

(i) It provides an edge for the company’s product in the competitive market

(iii) It boosts the business image of the company and strengthen the quality of its brand

(iv) It stimulates the company’s sales thereby increasing profit

(1c)

(i) Nature of the product

(ii) Cost of the service

(iii) Speed of Transport

(iv) Safety and security of the products

(4a)

(i) To identify the problem areas in the company.

(ii) To understand the needs of existing customers and why they choose the services of the company over competitors.

(iii) To identify new business opportunities and changing market trends.

(iv) To recognize new areas for expansion, and increase customer base.

(v) To develop new, effective strategies by understanding the market based on market research results

(4b)

(i) Define the Problem or Opportunity

(ii) Develop The Marketing Research Plan.

(iii) Collect Relevant Data and Information.

(iv) Analyze Data and Report Findings

(v) Put The Research Results into Action

(ii) Expiry date

(iii) Ingredients

(iv) Weight

(v) Manufacturer’s contact details

(vi) Direction/Instruction for usage

(5b)

(i) It gets consumer attention quickly

(ii) It helps for brand recognition

(iii) It creates a unique identity of the product

(5c)

(i) It reaches a wide audience

(ii) It grabs attention by combining sight and sound

(iii) It allow advertisers to create a long lasting and memorable brand and corporate image

(iv) It generate emotional responses from the viewer thereby increasing viewer trust for the product

(6a)

(i) Organizational buying behaviour involves purchasing goods and services to produce another good with the intention of reselling it while Consumer buying behaviour is where the final consumer buys goods and services for the personal consumption

(ii) In organizational buying behaviour, decisions are frequently made by several people while decisions are usually made by individuals in consumer buying behaviour

(iii) In Organizational buying behaviour, it may engage in lengthy decision process while in Consumer buying behaviour, Individual may make quick decision in purchasing

(iv) In Organizational buying behaviour, the buying is done in large quantity while in Consumer buying behaviour, individuals buys only the necessary quantity of goods which is usually small.

(6b)

(i) Technological factors

(ii) Policies

(iii) Organizational structure

(i) Technological factors: Technological factors also affect organizational behavior. This includes level of technology, pace of technology, technology transfer etc. E-commerce as well as information technology has got revolutionary change. It has directly affected organizational buying behavior.

(ii) Policies: Purchasing or buying policy also effects organizational buying behavior. Goods should be purchased according to buying policy of the organization. If the organization has the policy of buying indigenous goods, the buyer cannot buy foreign goods. If the purchasing policy is silent in this matter, whichever goods, foreign or indigenous, can be purchased as desired

(iii) Organizational structure: Organizational structure defines authority and relations which directly affects buying behavior. In some organizations, goods or services are purchased by direct order of chief executive while in some other organizations, goods or services are bought through purchase department. So, buying behavior is affected by organizational structure.

OBJECTIVE ANSWERS

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