Neco 2018 marketing answers

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(2a)
Marketing concept is a marketing philosophy which sees the consumer or client as the central focus of all the activities of an organisation because no organisation can survive without the continued patronage of its consumer



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(2b)
(i)Production concept:-The 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 product
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(ii)Social Marketing Concept:-Social marketing concept embodies a higher and more enlightened plane of marketing thought and practice. The concept has an emphasis on social responsibility and suggest that for a company to only focus on exchange relationship with customers might not be in order to sustain long term success
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(iii)Consumer Orientation approach:-
Modern  marketing  concept 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 assumptions and application of thought like "More customers know what they need".
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(iv)Integrated Organization effort:-While an organization becomes larger and more complex, they tend to break functions into smaller units by  assigning a group of staff to specialize in these activities. This  allows the organization  to manage the complexity of the organization. But with time, no decision maker  can take good decisions  with isolated information that they get from the information of the  individual departments.



5a
Marketing
Communication
Economic
Societal Role
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5b
Advantages of Radio Advertising
-Selectivity
-Cost efficiency
-Flexibility
-Mental Imagery
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Disadvantages of Radio Advertising
-Lack of a Visual Element
-Audience Fragmentation
-Limited Listener Attention
-Limited Research Data
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Advantages of television Advertising
-Convenient and Flexible
-Strong Impact
-Mass Coverage
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Disadvantages of television Advertising
-Lack of Selectivity
-Limited Attention by Viewers
-Negative evaluation
-Cost is very high



6a
marketing plan is a comprehensive document that outlines a company’s overall marketing effort. It is a blueprint that that outlines how a company will implement its marketing strategy, and use a combination of resources to achieve business objectives including sales targets or customer acquisition.


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