WAEC Marketing 2025 Theory — Question 16

Model answer

Marketing concept (Wax Ltd): (i) conducting surveys, focus groups and interviews to identify customer needs; (ii) treating customers as kings, with a customer care department established to attend to their requests. Product concept (Wax Ltd): (i) the product undergoes continuous research to improve its quality; (ii) a quality control department ensures product performance and effectiveness. Production concept (Manti Ltd): (i) advertising low prices as the key selling point; (ii) standardising the product and streamlining manufacturing to increase output and reduce cost per unit. Selling concept (Manti Ltd): (i) running frequent, sometimes pushy, sales campaigns to break down customer resistance to buying; (ii) using a persuasive salesforce and limited-time deals, with less concern for long-term customer satisfaction.