Marketing Concepts


Welcome to the Marketing Concepts course overview. Throughout this course, we will delve into the fundamental principles that underpin the world of marketing. The marketing landscape is constantly evolving, with new concepts and techniques shaping the way businesses interact with consumers.

At the core of our discussions will be an exploration of various marketing concepts. **Marketing concepts** are the strategies that companies use to meet the needs of their target customers. These concepts define the philosophy guiding the overall marketing strategy of a business, determining how they approach the market and engage with consumers.

In order to truly understand marketing concepts, we must first grasp the basic terms used in marketing. **Needs** are the basic necessities that drive consumer behavior, while **wants** are the desires shaped by culture and individual personality. **Demands** are wants backed by purchasing power, illustrating the consumer's willingness to buy a product or service.

**Products** are the offerings designed to satisfy consumer needs and wants. **Exchange** involves the process of obtaining a desired product from someone by offering something in return. **Transactions** refer to the act of buying and selling products or services, highlighting the economic aspect of marketing.

As we explore marketing concepts, we will also examine the **brief history of marketing in Nigeria**. Understanding the evolution of marketing practices in Nigeria provides valuable insights into the country's economic development and consumer behavior.

Furthermore, we will analyze the **various marketing functions** that organizations perform to achieve their objectives. These functions include product development, pricing, promotion, and distribution, all aimed at creating value for both customers and the company.

Different **marketing concepts** such as production orientation, product orientation, selling orientation, marketing orientation, and societal marketing orientation will be discussed in detail. Each concept represents a distinct approach to how companies view and interact with their markets.

By the end of this course, you will have a comprehensive understanding of marketing concepts, basic marketing terms, the Nigerian marketing landscape, marketing functions, and the various marketing orientations. This knowledge will equip you with the tools to navigate the dynamic world of marketing effectively.

Get ready to embark on a journey into the realm of marketing concepts and discover the strategic foundations that drive businesses forward in today's competitive marketplace.


  1. Understand the meaning of various marketing concepts
  2. Discuss the brief history of marketing in Nigeria
  3. Identify and explain basic terms in marketing such as needs, wants, demands, product, exchange, transactions, and markets
  4. Analyze the functions of marketing
  5. Differentiate between different marketing concepts - production, product, selling, marketing, and societal marketing

Lesson Note

Marketing is an essential element in the success of any business. It involves a variety of processes that help in creating, communicating, and delivering value to customers while managing relationships in ways that benefit the organization and its stakeholders. Understanding marketing concepts is foundational for anyone looking to delve into the world of business.

Lesson Evaluation

Congratulations on completing the lesson on Marketing Concepts. Now that youve explored the key concepts and ideas, its time to put your knowledge to the test. This section offers a variety of practice questions designed to reinforce your understanding and help you gauge your grasp of the material.

You will encounter a mix of question types, including multiple-choice questions, short answer questions, and essay questions. Each question is thoughtfully crafted to assess different aspects of your knowledge and critical thinking skills.

Use this evaluation section as an opportunity to reinforce your understanding of the topic and to identify any areas where you may need additional study. Don't be discouraged by any challenges you encounter; instead, view them as opportunities for growth and improvement.

  1. What are the various marketing concepts? A. Production, sales, social, societal B. Need-based, want-based, demand-based, exchange-based C. Production, product, selling, marketing, societal marketing D. Consumer-based, product-based, sales-based, demand-based Answer: C. Production, product, selling, marketing, societal marketing
  2. What is the primary focus of the production concept in marketing? A. Maximizing profits B. Meeting customer needs and wants effectively C. Aggressive promotional strategies D. Efficient production and distribution of products Answer: D. Efficient production and distribution of products
  3. Which marketing concept emphasizes creating products that meet customer demands? A. Product concept B. Selling concept C. Marketing concept D. Production concept Answer: A. Product concept
  4. Which marketing concept believes in the philosophy of "sell what you make"? A. Production concept B. Selling concept C. Marketing concept D. Societal marketing concept Answer: B. Selling concept
  5. In which marketing concept is the focus on long-term customer satisfaction and societal well-being? A. Production concept B. Sales concept C. Marketing concept D. Societal marketing concept Answer: D. Societal marketing concept
  6. Which marketing concept aims to fulfill customer needs and wants through a coordinated set of activities? A. Production concept B. Selling concept C. Marketing concept D. Societal marketing concept Answer: C. Marketing concept
  7. Under the marketing concept, what is the primary goal of a business? A. Profit maximization B. Customer satisfaction C. Product innovation D. Market dominance Answer: B. Customer satisfaction
  8. Which marketing concept focuses on aggressive promotional strategies to convince customers to buy a product? A. Production concept B. Product concept C. Selling concept D. Marketing concept Answer: C. Selling concept
  9. Which marketing concept integrates social and ethical considerations into its marketing strategy? A. Production concept B. Product concept C. Selling concept D. Societal marketing concept Answer: D. Societal marketing concept
  10. In the marketing concept, what role does understanding customer needs and wants play? A. It is not important B. It helps in identifying potential market segments C. It dictates the production process D. It determines the pricing strategy Answer: B. It helps in identifying potential market segments

Recommended Books

Past Questions

Wondering what past questions for this topic looks like? Here are a number of questions about Marketing Concepts from previous years

Question 1 Report

(a) Explain the following terms in marketing: (i) needs;  (ii) wants; (iii) exchange; (iv) demand  (v) transaction.

(b) Okon Enterprises Ltd sells electronic appliances at his retail
outlet at No. 4 Okeke Adamu Street, Lagos. Telephone No. 06012345678. He intends to offer 15% discount to encourage the sales of his newly introduced Blenders, Television and Radio sets. You are
required to design a sample of a handbill showing the products with the advertising message.

Practice a number of Marketing Concepts past questions