INTRODUCTION TO MARKETING – TRADE AND DISTRIBUTION – COMMERCE JAMB & WAEC GUIDE KEYPOINTS

April 4, 2026 Be first to comment Daniel DTW Tutor

CHAPTER 11: INTRODUCTION TO MARKETING

11.1 (a) MARKETING

(i) Meaning, Importance and Functions:

  • Meaning: The process of anticipating, identifying, and satisfying customers’ needs and wants profitably.
  • Importance: Guides production, creates demand, leads to innovation, ensures customer satisfaction.
  • Functions: Buying, Selling, Transportation, Storage, Grading/Standardization, Financing, Risk Bearing, Market Information.

https://dtwedustore.com/shop/commerce-key-points-by-dtw-tutorials-e-book-42-pages

(ii) The Marketing Concept, the Marketing Mix (4p’s), Market Segmentation and Consumer Sovereignty:

  • Marketing Concept: The philosophy that achieving organizational goals depends on determining the needs and wants of target markets and delivering better satisfaction than competitors.
  • Marketing Mix (4 Ps): Product (quality, design), Price (strategies, discounts), Place (distribution channels), Promotion (advertising, sales promotion, PR, personal selling).
  • Market Segmentation: Dividing the overall market into smaller groups (segments) based on shared characteristics (e.g., age, income) for targeted marketing.
  • Consumer Sovereignty: The idea that consumers’ preferences and spending power ultimately determine what goods and services are produced in a market economy.

11.2 (b) ADVERTISING

(i) Meaning, Role, Types and Media:

  • Meaning: Any paid, non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
  • Role: Inform, persuade, remind, create demand, and build brand image.
  • Types: Informative, Persuasive, Reminder.
  • Media: Print (newspapers), Electronic (TV, radio), Outdoor (billboards), Digital (social media, email).

https://dtwedustore.com/shop/commerce-key-points-by-dtw-tutorials-e-book-42-pages

(ii) Advantages and Disadvantages:

  • Advantages: Widens market, reduces cost per unit (by increasing volume), informs consumers, supports mass media (TV, radio).
  • Disadvantages: Very expensive, can be deceptive/misleading, often encourages materialism.

11.3 (c) PUBLIC RELATIONS AND CUSTOMER SERVICES

  • Public Relations (PR): Meaning: Managing communication between an organization and its public to build a positive public image and foster goodwill. Importance: Essential for crisis management and long-term reputation building.
  • Customer Services: Meaning: All activities aimed at enhancing the level of customer satisfaction (e.g., help desks, complaint handling, easy returns). Importance: Increases customer loyalty and repeat business.

11.4 (d) SALES PROMOTION

  • Definition: Short-term incentives to encourage immediate purchase.
  • Tools: Trade Fairs/Exhibitions (showcasing products), Free Samples, Coupons, Price Discounts, Gifts, Demonstrations, Contests.

https://dtwedustore.com/shop/commerce-key-points-by-dtw-tutorials-e-book-42-pages

11.5 (e) PERSONAL SELLING

  • Meaning: Face-to-face interaction between a sales representative and a prospective buyer for the purpose of making a sale.
  • Uses: Most effective for complex or high-value goods (e.g., industrial machinery, insurance) where detailed explanation and negotiation are needed.

JOIN DTW COMMUNITY

Join DTW Tutorials Groups on Facebook, Telegram and WhatsApp Group for Instant Academic Updates Across Nigerian;

WhatsApp Channel – https://whatsapp.com/channel/0029VaAWvTmDDmFT9o25dV3u

Telegram Channel – https://t.me/dtwtutorials1

Facebook Group – https://web.facebook.com/groups/dtwtutorialsgroup/

DTW EDUCATIONAL SERVICES

Go to our website – https://www.dtwedustore.com  to purchase your WAEC NECO GCE NABTEB Results Checker Scratch Cards, Text Books, E-Books, Educational Materials etc

Contact us on WhatsApp; https://wa.me/+2348038732879

You can depend on DTW Tutorials to deliver on all your Educational Needs!!

Contact Us today!

– JAMB WAEC BECE NCEE Online Classes both group & 1on1 private classes

– DTW JAMB WAEC BECE NCEE Digital EXAM CBT Past Questions App

– ⁠WAEC / NECO / NABTEB Results Checker Cards

– WAEC / NECO / WAEC GCE Original Certificates Processing

– BIRTH CERTIFICATE AND LOCAL GOVT CERTIFICATE PROCESSING

– WAEC / NECO / WAEC GCE Exam Number Retrieval

– WAEC GCE & NECO GCE Registration

– JAMB Form E-pin

– JAMB Profile Code Retrieval

– JAMB Original Results Printing

– JAMB Admission Letter Printing

– JAMB Portal e-facility login access Recovery in the case of Email address  & password problems

– Post UTME Registration

We are provide authentic exceptional services!!

DTW Tutorials Study Resource Links;

 
    

No Comments

Leave a Comment

In Academic

TRANSPORT AND COMMUNICATIONS – TRADE AND DISTRIBUTION - COMMERCE JAMB & WAEC GUIDE KEYPOINTS

View Post

Next Post

LEGAL ASPECTS OF BUSINESS –…

In Academic

LEGAL ASPECTS OF BUSINESS – TRADE AND DISTRIBUTION - COMMERCE JAMB & WAEC GUIDE KEYPOINTS

View Post

error: