2026 WAEC
Monday 15TH June 2026
MARKETING
Exam Pluto
PIN: 388
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MARKETING WAEC QUESTIONS AND ANSWERS POSTED BELOW
*MARKETING OBJ*
01-10: ACDACBDCBC
11-20: ADDCCACABA
21-30: BACBCABCCB
31-40: ABDCDCABBA
*COMPLETED ✅*
*WAEC MARKETING*
*NUMBER ONE*
(1a)
(PICK ANY FIVE)
(i) Buying goods in large quantities from Azon Ltd.
(ii) Breaking bulk and selling in smaller quantities to retailers.
(iii) Providing storage facilities for the goods.
(iv) Transporting goods from the manufacturer to retailers.
(v) Bearing business risks such as theft, damage, or spoilage.
(vi) Providing market information and feedback to Azon Ltd.
(vii) Promoting and advertising the products.
(viii) Financing distribution by paying for goods before they reach consumers.
(1b)
(PICK ANY FIVE)
(i) Nature of the product.
(ii) Size and location of the market.
(iii) Financial resources available to the company.
(iv) Company's marketing objectives and policies.
(v) Nature and number of customers.
(vi) Availability and efficiency of middlemen.
(vii) Level of competition in the market.
(viii) Government regulations and legal requirements.
*WAEC MAKERTING*
*NUMBER TWO*
(2a)
Pricing is the process of determining and fixing the amount of money to be charged for a product or service.
(2bi)
Penetration Pricing
Penetration pricing is a strategy whereby a company sets a low price for a new product to attract many customers and gain market share quickly.
(2bii)
Price skimming is a strategy in which a company charges a high initial price for a new product and gradually reduces the price over time.
(2biii)
Geographical pricing is a strategy where different prices are charged in different locations due to factors such as transportation costs and market conditions.
(2biv)
Price haggling is a pricing method where buyers and sellers negotiate until they agree on a price.
(2c)
(PICK ANY FIVE)
(i) Cost of production.
(ii) Nature of the product.
(iii) Level of competition.
(iv) Consumers' purchasing power.
(v) Demand for the product.
(vi) Government policies and regulations.
(vii) Marketing objectives of the company.
(viii) Distribution and transportation costs.
Question 3
(a) Outline three importance of a warehouse to a retail firm. [6 marks]
Bulk Breaking and Storage: It allows retailers to buy goods in large quantities from manufacturers or wholesalers and store them safely until they are broken down into smaller units for retail sale.
Price Stabilization: Storing goods in a warehouse helps to regulate the supply of products to the market. By releasing goods when scarcity arises, the retailer helps maintain steady prices and avoids price fluctuations.
Continuous Supply of Goods: It ensures that goods are always available to satisfy customer demand, preventing stock-outs or situations where customers cannot find the items they want to buy.
Protection and Safety of Goods: It provides a secure place to protect goods from theft, damage, deterioration, or adverse weather conditions like rain and intense heat before they are sold.
(Note: Students only need to provide three points for full marks).
(b) (i) What is scrambled merchandising? [2 marks]
Scrambled merchandising is a retail practice where a shop sells goods or product lines that are completely unrelated to its core or traditional business. For example, a pharmacy selling groceries or a supermarket selling electrical appliances and clothes.
(ii) List and explain four reasons a retail firm would adopt scrambled merchandising. [12 marks]
To Increase Sales and Revenue: By adding different, fast-selling product lines, the retailer can attract more customers and boost total sales turnover, leading to higher profits.
To Provide One-Stop Shopping Convenience: It allows consumers to buy diverse items in a single visit instead of moving from one specialized shop to another, which saves time and effort for the shopper.
To Maximize the Use of Existing Store Space: Retailers utilize empty or underperforming shelf space by introducing high-demand, unrelated items that can easily fit into the current layout.
To Attract Impulse Buyers: Placing popular, non-traditional goods near checkout counters or high-traffic areas inside the store encourages customers to make unplanned purchases while shopping for their primary items.
To Reduce Business Risks (Diversification): If demand drops for the retailer’s main line of products, the sales from the alternative, unrelated goods can help sustain the business and cover overhead costs.
(Note: Students only need to list and explain four points for full marks).
Question 4
(a) State five advantages of the advertising medium the company intends to use.
Permanence/Longer Life Span: Print advertisements can be kept for a long time. Readers can save, clip, or file the hard copy for future reference, allowing them to read the message repeatedly.
Detailed Information/Educational Value: It offers enough space to provide detailed descriptions, explanations, and instructions, making it ideal for educating customers about complex products.
High Pass-on Readership: A single copy of a newspaper or magazine can be passed on to family members, friends, or colleagues, increasing the reach of the advertisement without extra cost.
Selectivity/Target Marketing: Magazines and specialized journals allow advertisers to target specific groups of people based on their professions, hobbies, or demographics.
Credibility and Trust: Many consumers view established print publications as reliable and prestigious, which can enhance the image and trustworthiness of the advertised business.
Flexibility in Scheduling: Advertisements can be placed or changed relatively quickly (especially in daily newspapers) to fit the company's changing promotional needs.
(Note: Students only need to state five points for full marks).
(b) Outline five advantages of the advertising medium the consultant recommended to the company.
High Visual and Audio Impact: By combining sound, motion, and pictures, television creates a powerful and dynamic presentation that catches attention more effectively than print.
Wide and Mass Coverage: Television reaches a vast national or regional audience at the same time, making it excellent for creating massive brand awareness.
Reaches Illiterate Consumers: Unlike print media, which requires the ability to read, television advertisements can be easily understood by people who cannot read or write through voice and demonstration.
Product Demonstration: It allows the firm to demonstrate how a product works, its uses, and its benefits in real-time, making the advertisement highly persuasive.
High Prestige and Status: Advertising on television gives a company or product an aura of success, high status, and market leadership.
Emotional Appeal: Through the use of music, drama, and facial expressions, television commercials can build strong emotional connections and brand loyalty with consumers.
(Note: Students only need to outline five points for full marks).
QUESTION 5
(a) In a logical order, state the stages the consultant would follow to effectively carry out his task.
Defining the Problem: The consultant must clearly identify the root cause of the problem, which in this case is the declining sales of the toy shop.
Developing the Research Plan/Design: This involves determining the specific information needed, the target audience (e.g., parents and kids), and the methods to gather data.
Data Collection (Fieldwork): The consultant gathers relevant information using primary sources like questionnaires and interviews, or secondary sources like past sales records.
Data Analysis and Interpretation: The collected information is sorted, processed, and analyzed using statistical tools to make sense of why sales are dropping.
Report Preparation and Presentation: The consultant writes down the findings and presents a final research report with actionable recommendations to the toy shop management.
(b) In addition to the declining sales, outline five reasons that could necessitate the consultant's engagement.
Introduction of New Products: The toy shop may want to launch a new type of toy into the market and needs expert advice to check if it will succeed.
Entering New Markets: The firm might be planning to expand its business to new locations or target a completely new group of consumers.
To Understand Consumer Behavior: The consultant is hired to study changes in customer tastes, preferences, and buying habits regarding modern toys.
To Analyze Competitors: The business needs to understand the strategies, strengths, and weaknesses of rival toy shops in the same market.
Lack of Internal Research Expertise: The toy shop management might lack the specialized skills, tools, or time required to conduct a proper and unbiased market investigation.
To Evaluate Advertising Effectiveness: The firm may want to find out if its current marketing and promotional campaigns are actually reaching the target audience.
(Note: Students only need to provide five points for full marks).
MARKETING
(6a)
(i)Refrigerator: It is a mass-produced, tangible appliance. Every unit off the assembly line is designed to function identically, chilling food regardless of who uses it. WHILE Teaching: It is a highly variable service. Even with a standardized curriculum or a set syllabus, effective teaching requires the instructor to adapt their methodology, pacing, and examples to fit the unique needs, learning styles, and background of the student.
(ii)Refrigerator: The user is a passive recipient. To get the product's value, the consumer simply loads their groceries and plugs it in; the machine does all the work independently. WHILE Teaching: The user (student) is an active co-creator. The effectiveness of teaching is entirely dependent on the student's engagement, effort, and participation. If the consumer does not put in the work, the product fails.
(6b)
(i) Nature/characteristics of the product ; Cement is heavy, bulky, and prone to moisture damage. This makes road tankers or covered rail wagons preferable to open vehicles or air transport.
(ii) Cost of transportation ; Rail and road transport are significantly cheaper than air freight for heavy industrial goods like cement. The factory will choose the most cost-effective mode that still delivers on time.
(iii) Distance to the destination ; For short distances, road transport (trucks) is most practical and flexible. For long distances or cross-country delivery, rail may be more economical and efficient.
(iv) Infrastructure availability ; The factory must consider whether the destination has accessible roads, rail lines, or ports. Poor road networks may make rail the only viable option, while locations near rivers may allow barge transport.