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Past Questions and Answers

Marketing JAMB Past Questions And Answers (Objectives and Theory)

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Marketing JAMB Past Questions And Answers (Objectives and Theory)


Marketing questions with objectives and answers, followed by 5 theory questions and answers as Section B:


Section A: Multiple Choice Questions


What is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors?

A) Positioning

B) Segmentation

C) Differentiation

D) Targeting

Answer: B) Segmentation


Which element of the marketing mix involves activities such as advertising, sales promotion, and public relations?

A) Product

B) Price

C) Place

D) Promotion

Answer: D) Promotion


What term is used to describe the unique set of benefits that a company promises to deliver to its customers?

A) Brand equity

B) Value proposition

C) Market positioning

D) Product differentiation

Answer: B) Value proposition


Which stage of the product life cycle is characterized by rapid market acceptance and increasing profits?

A) Introduction

B) Growth

C) Maturity

D) Decline

Answer: B) Growth


Which pricing strategy involves setting a high initial price for a new product and gradually lowering it over time?

A) Skimming pricing

B) Penetration pricing

C) Premium pricing

D) Competitive pricing

Answer: A) Skimming pricing


What is the process of planning, implementing, and controlling the development, pricing, promotion, and distribution of goods and services to create exchanges that satisfy individual and organizational objectives?

A) Market research

B) Marketing strategy

C) Marketing management

D) Marketing mix

Answer: C) Marketing management


Which of the following is NOT one of the 4Ps of the marketing mix?

A) Product

B) Place

C) Profit

D) Promotion

Answer: C) Profit


What is the term used to describe the network of individuals and organizations involved in the creation, distribution, and consumption of a product or service?

A) Supply chain

B) Distribution channel

C) Marketing channel

D) Value chain

Answer: A) Supply chain


Which type of marketing research involves gathering data from sources that already exist?

A) Primary research

B) Secondary research

C) Qualitative research

D) Quantitative research

Answer: B) Secondary research


What is the term used to describe the process of managing customer relationships to maximize customer loyalty and satisfaction?

A) Customer acquisition

B) Customer retention

C) Customer segmentation

D) Customer satisfaction

Answer: B) Customer retention


Section B: Theory Questions


Discuss the importance of market segmentation in marketing strategy, providing examples to illustrate its effectiveness.

Answer: Market segmentation is crucial in marketing strategy as it allows businesses to identify and target specific groups of customers with tailored products, messages, and marketing strategies. By dividing the market into distinct segments based on demographic, psychographic, behavioral, or geographic factors, companies can better understand and meet the unique needs and preferences of different customer groups. For example, a clothing retailer may segment its market based on age, with separate product lines for teenagers, young adults, and middle-aged customers, each offering styles and designs that appeal to their respective demographics. Similarly, a technology company may segment its market based on usage behavior, targeting heavy users with premium features and occasional users with basic functionalities. Market segmentation enables businesses to allocate resources more effectively, improve customer satisfaction, and gain a competitive advantage by offering tailored solutions that resonate with specific target audiences.


Explain the concept of the marketing mix (4Ps) and its significance in developing effective marketing strategies.

Answer: The marketing mix, often referred to as the 4Ps, consists of four fundamental elements that businesses use to develop and implement marketing strategies: Product, Price, Place, and Promotion. Product refers to the goods or services offered to customers to satisfy their needs or wants. Price refers to the amount customers are willing to pay for the product, taking into account factors such as cost, competition, and perceived value. Place refers to the distribution channels and locations through which customers can access the product, including retail stores, online platforms, and distribution networks. Promotion refers to the communication activities used to inform, persuade, and influence customers to purchase the product, such as advertising, sales promotion, public relations, and personal selling. The marketing mix provides a framework for businesses to address key aspects of their marketing strategy, ensuring that they deliver value to customers, achieve organizational objectives, and remain competitive in the marketplace. By strategically managing the 4Ps, businesses can optimize their product offerings, pricing strategies, distribution channels, and promotional efforts to meet customer needs, drive sales, and build strong, sustainable brands.


Discuss the concept of branding and its importance in marketing, citing examples to illustrate its impact on consumer behavior.

Answer: Branding is the process of creating a unique identity and image for a product or service in the minds of consumers, often through the use of names, logos, symbols, slogans, and packaging. A strong brand helps differentiate a product from competitors, build customer loyalty and trust, and create emotional connections with consumers. For example, brands like Apple, Nike, and Coca-Cola have developed strong brand identities that resonate with consumers worldwide, influencing their purchasing decisions and brand perceptions. Effective branding can also command price premiums, increase customer loyalty, and generate positive word-of-mouth referrals, ultimately driving long-term sales and profitability. Branding extends beyond the product itself to encompass the entire customer experience, including pre-purchase, purchase, and post-purchase interactions, ensuring consistent messaging and quality across touchpoints. By investing in branding efforts, businesses can create lasting impressions, cultivate brand advocates, and establish a competitive advantage in the marketplace.


Explain the concept of marketing research and its role in informing decision-making and strategy development.

Answer: Marketing research is the process of gathering, analyzing, and interpreting data related to a market, customers, competitors, and other factors to support decision-making and strategy development. It involves the systematic collection and analysis of information to identify opportunities, assess market trends, evaluate competitive threats, and understand customer needs and preferences. Marketing research provides valuable insights that businesses can use to make informed decisions, allocate resources effectively, and develop targeted marketing strategies. For example, companies may conduct market research to assess customer satisfaction, measure brand awareness, test new product concepts, or evaluate the effectiveness of marketing campaigns. By understanding market dynamics and consumer behavior, businesses can identify growth opportunities, mitigate risks, and stay ahead of competitors in rapidly changing markets. Marketing research also enables businesses to track performance, measure results, and adapt strategies in response to evolving market conditions, ensuring continued success and profitability.

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