WAEC SSCE - Marketing - 2021 (Essay)

Answer Details

a) Identifying the parts of the product labelled A, B, C and, D

• A - Bottle
• B - Container (box)
• C - Cap
• D - Container (box)

b) State three functions of the part labelled A to the product

The bottle (A) has three main functions:

1. Contains the drink: The bottle is the primary container for the beverage. It holds the liquid and protects it from contamination.
2. Provides structural integrity: The bottle provides a rigid structure to hold the beverage. This allows the soda to be stored, transported, and handled without spilling or losing its shape.
3. Displays the brand: The bottle can be shaped and labelled to promote the beverage brand.

c) Explain five importance of the part labelled C to the consumer

The cap (C) has several important functions for the consumer:

1. Seals the bottle: The cap creates a tight seal on the bottle opening, preventing leaks and spills. This is crucial for maintaining the freshness and quality of the beverage.
2. Controls access to the drink: The cap allows the consumer to control access to the beverage. They can open and close the cap to drink from the bottle and reseal it for later consumption.
3. Tamper evident: Some caps are designed to be tamper evident, meaning they show signs of tampering if someone tries to open the bottle without authorization. This can help consumers avoid consuming a beverage that may have been contaminated.
4. Resealable: Many caps are resealable, allowing consumers to open and close the bottle multiple times without the risk of spills or spoilage.
5. Provides a pouring surface: Some caps are designed to provide a controlled pouring surface, reducing spills and mess when dispensing the beverage

Answer Details

Abu Company Ltd sells hospital equipment to organizational (industrial/business) markets, that is, buyers who purchase not for personal use but for use in their own operations or for resale.

(a) Four features of organizational markets

1. Fewer but larger buyers: The buyers (hospitals, clinics, government) are relatively few in number but each buys in large quantities.
2. Derived demand: Demand for the equipment arises from the demand for the health services the buyers provide; it is not demand for personal satisfaction.
3. Professional/rational buying: Purchases are made by trained purchasing officers using specifications, tenders and careful evaluation rather than impulse.
4. Geographically concentrated: Buyers are often clustered in urban centres and hospital zones rather than spread evenly like consumers.
5. Direct and long-term relationships: Buying often involves direct dealing with the manufacturer and continuing after-sales service contracts.
6. Large-value, less frequent purchases: Equipment is bought in bulk and infrequently, with high monetary value per order.

(b) Three types of the market the company sells to

1. Producer/Industrial market: Made up of organizations (e.g. private hospitals and diagnostic centres) that buy the equipment to be used in producing their own goods or services.
2. Reseller market: Made up of wholesalers and medical-equipment dealers who buy the equipment in order to resell it at a profit to end users.
3. Government market: Made up of federal, state and local government bodies (public hospitals, health ministries) that buy the equipment to carry out public health services, usually through tenders and contracts.
4. Institutional market: Non-profit institutions such as mission hospitals, schools of nursing and charity clinics that buy equipment to serve the people in their care.

Answer Details

(a) Five importance of marketing planning to an organization

1. Provides direction: It sets clear marketing objectives and shows the organization the target it is working towards, so that all effort is channelled towards agreed goals.
2. Efficient use of resources: Planning shows in advance how money, staff, time and materials should be allocated, thereby reducing waste and duplication of effort.
3. Basis for control: The plan provides standards against which actual performance is measured, so that deviations can be detected early and corrected.
4. Anticipation of change: It helps the organization to forecast changes in the market, competition and customer needs, and to prepare responses in advance rather than reacting late.
5. Coordination of activities: It harmonizes the work of the different departments (production, sales, finance, distribution) so that they pull in the same direction.
6. Aids decision making: A written plan gives management a framework of facts and objectives on which sound day-to-day decisions can be based.

(b) Mrs. Janet and the other dry fish sellers

(i) Organization formed: A cooperative society (specifically a marketing/traders cooperative or trade association) formed by people in the same line of business for their common economic interest.

(ii) Four functions the organization would perform for its members:

1. Provision of credit and loans: It pools members' savings and grants loans to members to expand their fish trade.
2. Bulk buying: It buys stock (dry fish, storage materials) in large quantities and supplies to members at cheaper rates.
3. Joint marketing/sale of produce: It helps members find markets and secures better prices by selling their fish collectively.
4. Education and training: It enlightens members on better preservation, pricing and record-keeping methods.
5. Welfare and protection of members' interest: It speaks for members and protects them against exploitation by middlemen and unfair market charges.

Answer Details

(a) Five factors to be considered by Mr. Abu in locating the warehousing business

1. Nearness to the market and customers: The warehouse should be close to the traders and firms that will use it so goods can be delivered quickly and cheaply.
2. Nearness to source of supply/producers: Siting the warehouse near where goods are produced reduces the cost and time of bringing stock in.
3. Good transport and access roads: The site must be well connected by good roads (and ideally rail or water) so that lorries can bring in and take out goods easily.
4. Availability and cost of land/rent: The land or building must be large enough and its cost or rent affordable relative to expected income.
5. Security and safety of the area: The location should be safe from theft, flooding and fire, with good drainage and firefighting facilities to protect stored goods.

Other acceptable factors: availability of infrastructure (electricity, water) and labour, and government/zoning regulations.

(b) Five activities to be carried out by Mr. Abu in the warehousing business

1. Receiving goods: Taking in, checking and recording goods brought by owners for storage.
2. Storing goods safely: Arranging and keeping the goods in good condition until they are needed, creating time utility.
3. Sorting and grading: Separating goods according to type, size and quality for easy handling and issue.
4. Preserving and protecting goods: Guarding the goods against damage, theft, pests, fire and deterioration, including insuring them.
5. Issuing/releasing goods and keeping records: Handing out goods to owners on demand and maintaining accurate records of stock received and released.

Other acceptable activities: providing refrigeration/special storage for perishables and offering documents such as warehouse warrants.

Answer Details

(a) Five ways e-marketing could be abused

1. Sending spam (unsolicited messages): Flooding people with unwanted advertising e-mails and messages they never asked for.
2. Fraud and scams: Using fake websites and offers to deceive customers and collect money for goods that are never delivered.
3. Identity theft and phishing: Stealing customers' personal, bank or card details through fake links to defraud them.
4. False or misleading advertising: Posting exaggerated or untrue claims about products online to deceive buyers.
5. Invasion of privacy: Collecting and selling customers' personal data without their consent.

Other acceptable ways: spreading computer viruses/malware, and selling counterfeit or illegal products online.

(b) Five importance of e-mail to Ajax Ltd's operations

1. Fast communication: E-mail lets Ajax Ltd reach customers instantly, no matter the distance.
2. Low cost: Sending information and adverts by e-mail is much cheaper than post or print media.
3. Wide reach: A single message can be sent to many customers at once across different locations.
4. Keeps records: E-mails provide a written record of transactions and correspondence for reference.
5. Allows attachments and personalisation: Ajax can attach catalogues, invoices and images, and address customers by name to build relationships.

Other acceptable point: it enables prompt feedback and quick handling of customer enquiries and complaints, and it operates day and night.

Answer Details

(a) Four importance of sales promotion to Ozayi Ltd

1. Increases sales quickly: Sales promotion offers short-term incentives that encourage customers to buy immediately, boosting sales volume.
2. Attracts new customers and market share: Free samples, gifts and discounts draw first-time buyers away from competitors, helping the new company gain market share.
3. Introduces new products: It creates awareness and encourages trial of the company's new consumer goods.
4. Clears stock and reduces competition pressure: It helps move goods faster and counter the promotional efforts of rival firms.

Other acceptable point: it builds customer loyalty and encourages repeat purchase.

(b) Four sales promotional tools that can be used by the company (explained)

1. Free samples: Giving customers small free quantities of the product to try, so they experience its quality and are encouraged to buy the full size.
2. Price discounts (price-off): Reducing the normal price for a short period to attract buyers and increase immediate sales.
3. Coupons: Issuing vouchers that entitle the holder to a stated reduction in price on the next purchase, encouraging patronage.
4. Free gifts / premium offers: Giving an extra item free or at low cost with the purchase of the product to make it more attractive to buy.

Other acceptable tools: buy-one-get-one-free offers, trade fairs and exhibitions, and loyalty/reward schemes.