SCHEME OF WORK MARKETING SS1 FIRST TERM

WEEKS TOPICS

1 INTRODUCTION TO MARKETING 1

2 INTRODUCTION TO MARKETING 11

3 INTRODUCTION TO MARKETING 111

4 INTRODUCTION TO MARKETING IV

5 MARKETING CONCEPT 1

6 MARKETING CONCEPT 11

7 MARKETING CONCEPT 111

8 CLASSIFICATION OF PRODUCTS 1

9 CLASSIFICATION OF PRODUCTS 11

10 MARKETING MIX

11 REVISION

WEEK 1

INTRODUCTION TO MARKETING 1

Marketing is the process by which companies create customer interest in products or services,it is an
integrated process through which companies build strong customer relationships and create value for
their customers and for themselves,

TERMS USED IN MARKETING

NEED; These are basic human requirements,they are basic forces that motivate a person to think about
and do something/take action,Needs are things which are essential for you irrespective of the financial
situation/conditions,these are things you have to take care first and only then come other things which
you can do without

WANTS; These are things which you wish to have but they are not above your needs,for example a car is
a want when compared to your child’s school fees or educational savings,you can live your life without
car but childs education is vital and cannot be compromised

DEMANDS; This is the want for a specific product backed by an ability to pay
PRODUCTS; These are the goods and services offered to the buyer by the marketer or seller

EXCHANGE; This means the acts of obtaining a needed/wanted object by offering something in
return,exchange is a value creating process because it leaves both parties off[ win-win situation]

TRANSACTION; A transaction is an exchange between two things of value on agreed conditions and a
time and place of agreement,to make successful transaction a marketer should understand what each
party expects from transaction

MARKET; A market is a place which allows the purchaser and the seller to invest and gather information
and lets them carry out exchange of various products and services,

GOAL OF MARKETING SYSTEM

Marketing affects so many people in so many ways,The following are the goals of marketings system
according to kotler and Armstrong 1987;

1]maximize consumption

2]maximize consumer satisfaction

3]maximize choice

4]maximize life quality

5]maximize profit,

CLASSWORK

Define marketing

state and explain three terms used in marketing

ASSIGNMENT;

State three functions of marketing

WEEK 2

INTRODUCTION TO MARKETING II

In order for the marketing bridge to work correctly providing comsumes with opportunities to purchase
the products and services they neeed,the marketing process must accomplish the following important
functions;;;

BUYING; It involves what to buy,what quality,how much,from whom,when and at what price,people in
business buy to increase sales or to decrease costs,purchasing agents are much influenced by
quality ,service and price,the products that the retailers buy for resale are determined by the need and
preferences of their customers,

SELLING; Selling is providing a way to give your customer what he wants, you can do this in any number
of ways,you can sell your product directly to the customer, or sell it at wholesale prices to retailers, you
may sell a product made especially for sale to other businesses,

FINANCING; Financing refers to how your business will obtain the money it needs to start operations
and stay operable, This function encompasses investors,financing,budgeting may have, it also refers to
to how a customer will pay for the goods or services that you are selling,

STORAGE; It involves the keeping of goods in proper condition from the time they are produced until
they are needed by consumers[ in case of finished products] or by the production department [ in case
of raw materials and stores] storing protects the goods from deterioration and helps in carrying over
surplus for future consumption or use in production, Goods may be stored in various warehouses
situation at different places ,storing assumes great importance when production is seasonal or
consumption may be seasonal, retail firms are called’ stores’

TRANSPORTATION; this is the physical means whereby goods are whereby goods are moved from the
places, where they are produced to where they are needed for consumption ,transportation is essential
for the procurement of raw materials to the delivery of finished products to the customers places,
marketing that is chosen is based on several consideration such as suitability, speed and cost,

PROCESSING; processing involves turning a raw product, like wheat, into something the consumer can
use-example, bread

PROMOTING;A product or service is useless to your business if no one knows about it, the promotional
aspect of marketing refers to the efforts you make to get the word out about what you are selling,

MARKET INFORMATION; The only sound foundation on which marketing decisions may be based is
correct and timely market information,right fatcs and information reduce any form of risks and thereby
result in cost reduction,

CLASSWORK;

State and explain some of the processes of marketing

ASSIGNMENT;

Discuss the history of marketing in NIGERIA

INTRODUCTION TO MARKETING

HISTORY OF MARKETING IN NIGERIA

Marketing is relatively young discipline,some, however,argue that it has been around for a long
time,Trade and payment in money ,goods and services have been around for many thousand years,

Barter or counter trade is becoming popular in business again,have a look at this barter examples; some
chemical companies often accept non-monetary payment and as such they want to be paid with nothing
but chemical,some argue that marketing has been in existence whenever and wherever there have been
buyers and sellers i.e market

some marketing tools such as advertising have been around for hundred an deven thousand years ,The
ancient Greeks used advertising for commercial purposes,The traders hired ‘crier’ to promote their
products,Their advertising prepositions were sometimes surprisingly similar to today’s television
advertisement,but none of the ancient brands lasted the test of time,few brands could not last a century
let alone a millennium or two,There are ,however, a few select brands which have b een around for a
few hundred years for example; Guinness since 1759 and pears since 1789,There were many famous
brands created during the 19th century,some have survived.

CLASSWORK;

List and explain different goals of marketing

ASSIGNMENT

Mention five functions of marketing

WEEK 5

MARKETING CONCEPT

Marketing concept is a marketing philosophy which sees the consumer or client as the central focus of
all the activities of an organization because no organization can survive without the continued
patronage of its consumers,

CONCEPTS WHICH ORGANIZATION USE IN CONDUCTING MARKETING;

1]PRODUCTION CONCEPT; Is the idea that a firm should focus on in relation to those products that it
could produce most efficiently and that the creation of a supply of low cost products would in and of
itself create the demand for the products,
the concept focuses more on solving the problem of production and little concern for the public
customer] satisfaction,In this concept,customers are see seen as people who exist to buy companys products
rather who exist to buy companys products rather than companyexisting to serve the customers,

THE PRODUCT CONCEPT; products,is important for the companies to produce qualitThis concept assumes that
customers will favour those products that offer the most quality for the price and therefore it explains that
customers are primarily interested in products quality and they know the quality and feature difference of
competing brands,customers make their choice from many brands available on the basis of getting the best quality
for their money ,so it is important for organization to produce quality products so as to attract customers to them,

THE SELLING CONCEPT; Production of goods does not mean assure sales most times, under selling
concept,companies would not only produce the products, but they would also try to convince comers to buy
tustem through advertising and personal selling, before producing a product, the key questions asked are;

can we sell the product?

can we charge enough for it?

The sales concept paid little attention to whether, if the product was actually need; the goal simply was to beat
the competition to the sale little regard to consumer satisfaction,

CLASSWORK

Explain the marketing concept

ASSIGNMENT

What is marketing concept.

WEEK 6

MARKETING CONCEPT

THE MARKETING CONCEPT;This concept lays emphasis on marketing management with the twin goals of customer
orientation and profitable sales volume,Attention is to be on marketing rather than selling,The key questions
became;

what do customers want?

can we develop it while still want it?

How can we keep our customers satisfied?

In response to these discerning questions,firms began to adapt the marketing concept,which involves;

focusing on customer needs before developing the products

Aligning all functions of the company to focus on those needs

DISTINCTIONS BEWTEEN THE SALES CONCEPT AND THE MARKETING CONCEPT

The sales concepts focuses on the need of the seller,the marketing concept focuses on the needs of the buyer.

The sales concept is preoccupied with the sellers need to convert his/her product into cash.The marketing concept
is preoccupied with the idea of satisfying the needs of the customers by means of the product as a solution to the
customers problem [needs]

The marketing concept represent the major change in otdays company orientation that provides the foundation to
achieve competitive advantage,The philosophy is the foundation of consultative selling.

The marketing concept has evolved into a fish and more refined company orientation,the societal marketing
concept,This concept is more theoretical and will undoubtedly influence future forms of marketing and selling
approaches,

CLASSWORK

Explain the distinction between the sales and marketing concept

ASSIGNMENT

Explain consumer orientation approach

WEEK 6 AND 7

MARKETING CONCEPTS

Modern marketing concepts is a concept that embraces understanding that marketing activities is consumer
oriented.

This concept is very popular because the marketing activities of this concept is built on assumption and application
of though as follows;

More customers know what they need,

Orientation to consumer needs as the main target for the success of marketing activities

marketing research helps in determining customer needs exactly

satisfied customers will appreciate the producers with a repeat purchase

The difference bidding which is competitive is important for customers in identifying products of interest,

The following are the levels of relationship building with consumers;

basic marketing; The seller is just selling the product

Accountable marketing; sellers calling customers to find out whether the product meets their expectations and to
ask customers about the proposed improvement of the product

proactive marketing; seller contact customers from time to time with suggestions about the benefits of the
products

partnership marketing;The company works continuously to help improve performance for

its customers,

companies that operate on the basis of partnership with customers through specialization which is supported by
the database and develop interactive communication with consumers, it is believed by experts and practitioners of
marketing will be able to easily establishment and strengthen customer loyalty.

profit oreinetation; This concept gives recognition to the basic objectives of any business firm which is to maximize
profit and increase the shareholders return on investment within constraint imposed by competitors,government
an public opinion,many marketing decisions are made without any reference to return on investment,it is
important for marketing mangers ot have profit orientation when taking their marketing decisions.

CLASSWORK;

Define marketing concept

Explain the following ;

product concept;

production concept;

selling concept;

marketing concept;

profit orientation;

ASSIGNMENT;

Explain the meaning of products

WEEK 8 AND 9

CLASSIFICATION OF PRODUCTS

In marketing, a product is anything that can be offered to a market that might satisfy a want or need,A product is
good,idea,method,information,object or service a need or satisfies a want,it has a combination of tangible and
intangible attributes [ benefit,features,functions,uses] that a seller offers a buyer for purchase,for example a seller
of a toothbrush not ony offers the physical product but also the idea that the consumer will be improving the
health of their teeth,

When a product is brought,the buyer is not only buying the products bujt also buying the benefits and satisfaction
that the product will provide,

CLASSIFICATION OF PRODUCTS

The competitive nature of the market place has therefore become a significant factor that producers can only
ignore to their own peril, The

purchasing power of the consumer is also affected by the economy of the nation,it is a result of those that
manufacturers must of necessity subcategories on batty know the products category to which their products
belong,

CONSUMER GOODS; Consumer goods are goods that are bought from retails stores for personal,family or
household use,they are grouped into three subcategories on the basis of consumer buying habits,convenience
goods,shopping goods,and specially goods

CONVENIENCE PRODUCTS; These refer to items that the consumer buys with minimum shopping efforts,