2026 WAEC Marketing Answers

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11-20: ADCBCACABB
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31-40: ABCCDDADBA

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No.1

(1a)(PICK ANY FIVE)

• (i) Buying goods in large quantities from Azon Ltd to enable the company sell more products at once and reduce marketing costs.
• (ii) Breaking bulk and selling in smaller quantities to retailers who may not have enough capital to buy directly from Azon Ltd in large quantities.
• (iii) Storing goods until they are needed by retailers, thereby ensuring continuous availability of the products in the market.
• (iv) Transporting and distributing goods to retailers in different locations, making Azon Ltd’s products easily accessible.
• (v) Financing Azon Ltd through bulk purchases, which helps the company to recover part of its production costs quickly.(vi) Bearing business risks such as theft, damage, spoilage and fall in price while the goods remain in her possession.
• (vii) Providing market information and feedback to Azon Ltd concerning customers’ preferences, demand and competitors’ activities.(viii) Promoting and advertising Azon Ltd’s products to retailers in order to encourage increased sales.
• (ix) Maintaining steady supply of goods to retailers so that shortages are avoided and customers’ needs are met.
• (x) Assisting in grading, packaging and labelling of goods to make them more attractive and suitable for sale.

(1b)(PICK ANY FIVE

• (i) Nature of the product.
• (ii) Perishability of the product
• (iii) Size and financial strength of Azon Ltd.
• (iv) Nature and size of the market.
• (v) Number and location of customers.(vi) Cost of distribution.
• (vii) Availability of middlemen such as wholesalers and retailers.
• (viii) Government regulations and policies.
• (ix) Competition and competitors’ distribution methods
• (x) Desired speed of delivery to consumers.Number

• (2a)Pricing is the process of fixing the amount of money that customers will pay for a product or service.

• (2b)
• (i) Penetration pricing: This is a pricing strategy where a new product is introduced into the market at a low price in order to attract many customers and gain a large market share.
• (ii) Price skimming: This is a pricing strategy where a new product is introduced into the market at a high price and later reduced gradually as competitors enter the market.
• (iii) Geographical pricing: This is a pricing strategy where different prices are charged for the same product in different locations because of transport cost, distance and other location factors.
• (iv) Price haggling: This is a pricing method where the buyer and the seller bargain until they agree on a final price.

(2c)(PICK ANY FIVE)

• (i) Cost of production.(ii) Level of competition in the market.
• (iii) Demand for the product.(iv) Quality of the product.
• (v) Government regulations and policies.(vi) Income level of the target customers.
• (vii) Pricing objectives of the firm.
• (viii) Nature of the product.
• (ix) Stage of the product in its life cycle.
• x) Prices charged by competitors.

Number 3(3a)(PICK ANY THREE)

• (i) Storage of goods: A warehouse helps a retail firm to keep goods safely until they are needed for sale.
• (ii) Steady supply of goods: It enables the retailer to have enough goods available for customers at all times.
• (iii) Protection of goods: It protects goods from theft, rain, sun, damage and other dangers.
• (iv) Bulk buying: It enables the retailer to buy goods in large quantities and store them for future sale.
• (v) Price stability: It helps the retailer to keep goods when supply is high and sell them when demand increases.
• (vi) Seasonal supply: It enables the retailer to store seasonal goods and sell them when customers need them.

• (3b)
• (i) Scrambled merchandising is the practice whereby a retailer sells goods that are not related to its normal line of business.
• (ii)(PICK ANY FOUR)(i) To increase sales by offering different types of goods to customers.
• (ii) To increase profit by selling additional products that customers may need.
• (iii) To attract more customers to the retail shop.
• (iv) To satisfy customers who prefer buying different items from one place.
• (v) To compete favourably with other retailers in the market.
• (vi) To make use of available space in the shop.
• (vii) To reduce the risk of depending on only one line of products.

• Number 4
• (4a)The advertising medium Dacon Ltd intends to use is print advertising, such as newspapers, magazines, brochures or leaflets.
• (PICK ANY FIVE)(i) It provides detailed information about the product for customers to read and understand.
• (ii) It can be kept by customers and read again whenever they want.
• (iii) It is useful for educating customers because the message can be clearly written.
• (iv) It can reach literate customers who read newspapers, magazines or leaflets.
• (v) It allows the use of pictures, colours and words to make the advertisement attractive.
• (vi) It can be used to target people in a particular area or group.
• (vii) It is cheaper than some electronic advertising media like television.
• (viii) It gives customers enough time to study the advertisement before making decisions.
• (4b)The advertising medium recommended by the consultant is television advertising.
• (PICK ANY FIVE)(i) It combines sound, pictures and movement, making the advertisement more attractive.
• (ii) It can easily catch the attention of viewers.
• (iii) It helps the company to demonstrate how the product is used.
• (iv) It reaches many people at the same time.
• (v) It makes the advertisement more interesting and easy to remember.
• (vi) It can influence customers quickly because they can see and hear the message.
• (vii) It is suitable for advertising products that need demonstration.
• (viii) It helps to create a good image for the company and its products.

• Number 5
• (5a)(i) Identifying the problem: The consultant will first find out the real problem affecting the toy shop’s sales.
• (ii) Setting research objectives: He will decide what the research is expected to achieve.
• (iii) Collecting data: He will gather information from customers, sales records, competitors and the market.
• (iv) Analysing the data: He will study the information collected to find out the cause of the problem.
• (v) Interpreting the findings: He will explain the meaning of the information gathered from the research.
• (vi) Presenting the report: He will prepare a report and recommend possible solutions to improve sales.
• (5b)(PICK ANY FIVE)(i) To find out customers’ needs and wants.
• (ii) To know customers’ opinion about the product.
• (iii) To discover new market opportunities.
• (iv) To know the level of competition in the market.
• (v) To determine the best price to charge for the product.
• (vi) To find out the best advertising method to use.
• (vii) To know why customers prefer competitors’ products.
• (viii) To test a new product before introducing it into the market.
• (ix) To know the best distribution channel to use.
• (x) To improve the quality and design of the product.

• Number 6(6a)(PICK ANY TWO)
• (i) Teaching is a service, while a refrigerator is a physical good.
• (ii) Teaching is intangible because it cannot be seen or touched, while a refrigerator is tangible because it can be seen and touched.
• (iii) Teaching cannot be stored for future use, while a refrigerator can be stored in a shop or warehouse.
• (iv) Teaching is produced and consumed at the same time, while a refrigerator can be produced first and bought later.
• (v) The quality of teaching may vary from one teacher to another, while a refrigerator can be made to have the same standard and quality.
• (vi) Teaching cannot be owned physically by the buyer, while a refrigerator can be owned by the buyer after purchase.

• (6b)(PICK ANY FOUR)
• (i) Cost of transport: The cement factory will consider the transport mode that is affordable and will not increase the selling price too much.
• (ii) Distance to the market: Long distances may require rail or heavy trucks, while short distances may be handled by road transport.
• (iii) Nature of the product: Cement is heavy and bulky, so it requires a strong and suitable means of transportation.
• (iv) Quantity of cement to be moved: Large quantities may require trailers, trucks or rail transport.
• (v) Speed of delivery: If the cement is needed urgently, the factory may choose a faster means of transportation.
• (vi) Availability of transport facilities: The factory will consider the type of transport that is available in the area.
• (vii) Safety of the goods: The factory will choose a transport mode that can protect the cement from damage, rain and loss.
• (viii) Accessibility of the destination: The factory will consider whether the place where the cement is going can be reached by road, rail or water.