Are you preparing for the 2026 WAEC Marketing exam? Success in the West African Senior School Certificate Examination (WASSCE) requires consistent practice with standard questions to understand the examiners patterns.
If you are searching for WAEC Marketing past questions and answers or likely theory questions for the 2026 exams, you are on the right page. Marketing is a crucial trade subject, and knowing how to answer the essay questions correctly is the key to getting an A.
Here at masterwaec.com, we have provided the 2026 WAEC Marketing past questions and answers. These questions cover essential topics such as e-marketing, market unions, consumer decision-making processes, and distribution channels. Study these questions carefully to boost your confidence and readiness for the exam.
Below are the marketing questions from the 2025 paper:
2025 WAEC Marketing Questions And Answers (Essay)
Answer four questions only. All questions carry equal marks.
Question 1
Scenario: Mr John, the purchasing officer of Ajax Ltd, bought an industrial printer for his company’s use and packs of noodles for his daughter’s birthday party.
- (a) Identify the two types of products bought by Mr John. [2 marks]
- (b) State four differences between the two types of products bought by Mr John. [8 marks]
- (c) Explain the five stages in decision making process that Mr John would have followed in the purchase of the noodles. [10 marks]
Answer
(1a)
(i) Industrial printer
(ii) Packs of noodles
(1b)
(PICK FOUR ONLY)
(i) The industrial printer is a capital good, WHILE the packs of noodles are consumer goods.
(ii) The industrial printer is intended for business use, WHILE the noodles are intended for personal consumption.
(iii) The industrial printer is a durable item, WHILE the noodles are perishable.
(iv) The purchase of the printer involves a formal procurement process, WHILE the noodles can be bought casually from a retail store.
(v) The printer serves productive purposes in the company, WHILE the noodles serve a consumptive purpose at home.
(vi) The printer is a long-term investment, WHILE the noodles are used up quickly and offer immediate satisfaction.
(1c)
(PICK FIVE ONLY)
(i) Problem recognition: Mr John realized he needed to provide food for guests at his daughter’s birthday party.
(ii) Information search: He began to seek information on different types or brands of noodles available.
(iii) Evaluation of alternatives: He compared different noodle brands based on taste, price, quantity, and nutritional value.
(iv) Purchase decision: He decided on a specific brand and quantity of noodles that best met his needs and budget.
(v) Purchase action: He proceeded to the market or store and bought the noodles.
(vi) Post-purchase evaluation: After the party, he assessed whether the noodles satisfied the guests and met expectations.
(vii) Feedback and reflection: Mr John considered whether he would buy the same brand again in the future based on his experience.
(viii) Influence of experience: His satisfaction or dissatisfaction will influence his future purchasing decisions for similar occasions.
Question 3
Scenario: Premium Ltd is a manufacturer of confectioneries that sells its products to distributors nationwide.
- (a) State five functions the distributors would perform in the company. [10 marks]
- (b) State five factors the company would consider in choosing a mode of transporting its products to distributors. [10 marks]
Answer
(3a)
(PICK FIVE ONLY)
(i) Bulk breaking: Distributors buy in large quantities from the manufacturer and break them into smaller units for retailers.
(ii) Warehousing: They store goods until they are needed by retailers or customers.
(iii) Financing: Distributors provide funds to the manufacturer by paying for goods in advance or on delivery.
(iv) Risk bearing: They bear risks such as damage, theft, or obsolescence of goods while in transit or storage.
(v) Market coverage: Distributors help extend the reach of the manufacturer’s products across various regions.
(vi) Promotion: They help in the promotion of goods through local advertising and offering incentives to retailers.
(vii) Information feedback: Distributors provide the manufacturer with market information, customer feedback, and competitors’ activities.
(viii) Transportation: They handle the delivery of goods from their warehouses to retailers or end users.
(3b)
(PICK FIVE ONLY)
(i) Nature of the product: Perishable or fragile goods may require faster and more protective transport, like air or refrigerated trucks.
(ii) Cost of transportation: The company would consider the most cost-effective method within budget.
(iii) Distance to be covered: Long distances might require rail or air transport, while short distances may use road transport.
(iv) Speed of delivery: Products that need urgent delivery would require faster means like air transport.
(v) Availability of transport mode: The company would choose based on the available transport options in a given area.
(vi) Security and safety: The company would prefer a transport mode that ensures goods arrive safely and in good condition.
(vii) Volume and weight of goods: Large or heavy products might require rail or sea transport due to capacity.
(viii) Accessibility of destination: Remote or rural areas may limit choices to specific transport modes, like road.
Question 4
- (a) What is market union? [2 marks]
- (b) State four roles performed by market unions to their members. [8 marks]
- (c) State five advantages of packaging to a product. [10 marks]
Answer
(4a)
A market union is an organized association of traders and businesspeople in a particular market who come together to protect their interests, regulate trade practices, and ensure the smooth operation of market activities.
(4b)
(PICK FOUR ONLY)
(i) Regulation of member activities: The union ensures that members adhere to market rules and regulations.
(ii) Conflict resolution: It settles disputes among members or between members and customers.
(iii) Price control: The union helps to fix the prices of goods to avoid unfair competition.
(iv) Financial support: It may provide loans or contributions to members during emergencies.
(v) Information dissemination: The union provides members with important updates on government policies and business opportunities.
(vi) Security arrangement: It helps in organizing market security to protect goods and traders.
(vii) Promotion of unity: The union encourages cooperation and teamwork among members.
(viii) Training and education: It organizes workshops and seminars to improve members’ business skills.
(4c)
(PICK FIVE ONLY)
(i) Protection: Packaging protects the product from damage, spoilage, and contamination.
(ii) Attraction: It enhances the appearance of the product and makes it attractive to customers.
(iii) Identification: Packaging helps to distinguish a product from others through branding and labeling.
(iv) Promotion: It serves as a promotional tool with printed information and an appealing design.
(v) Convenience: Packaging makes it easy to handle, carry, and use the product.
(vi) Information: It provides details like ingredients, expiry date, and usage instructions.
(vii) Preservation: Packaging helps in preserving the product’s quality and extending shelf life.
(viii) Competitive advantage: Unique and quality packaging gives the product an edge in the market.
Question 5
- (a) What is e-marketing? [2 marks]
- (b) State four benefits of e-marketing. [8 marks]
- (c) State five reasons a company would want to engage in international marketing. [10 marks]
Answer
(5a)
E-marketing, or electronic marketing, refers to the use of the internet and digital technologies to promote and sell products or services. It involves online advertising, email marketing, social media, and search engine optimization.
(5b)
(PICK ANY FOUR)
(i) Cost-effective compared to traditional marketing.
(ii) Reaches a wider, global audience.
(iii) Enables targeted advertising and personalization.
(iv) Provides measurable results and analytics.
(v) Available 24/7, offering convenience to customers.
(vi) Enhances customer engagement and interaction.
(vii) Quick and easy updates or changes to campaigns.
(viii) Increases brand visibility through SEO and social media.
(5c)
(PICK ANY FIVE)
(i) To expand their customer base.
(ii) To increase revenue and profitability.
(iii) To reduce dependency on local markets.
(iv) To achieve economies of scale.
(v) To gain a competitive edge globally.
(vi) To take advantage of growth opportunities in emerging markets.
(vii) To build international brand recognition.
(viii) To utilize excess production capacity.
(ix) To diversify market and currency risks
Question 6
- (a) Explain the following marketing terms:
- (i) supply; [2 marks]
- (ii) wants. [2 marks]
- (b) Wox Ltd operates on marketing and product concepts while Manti Ltd operates on production and selling concepts.
State two features each of the concepts used by the two companies.
Answer
(6ai)
Supply: Supply refers to the quantity of goods or services that producers are willing and able to offer for sale at different prices over a given period.
(6aii)
Wants: Wants are the desires for specific goods or services that satisfy human needs and are shaped by culture, personality, and marketing efforts.
(6b)
=WOX LTD (MARKETING AND PRODUCT CONCEPTS)=
(PICK TWO ONLY)
(i) Customer orientation: The focus is on identifying and meeting the needs and wants of consumers.
(ii) Product quality: Emphasis is placed on producing high-quality and innovative products.
(iii) Long-term relationship: Building lasting relationships with customers is prioritized.
(iv) Market research: Regular market research is conducted to understand consumer behavior and trends.
(v) Customer satisfaction: The success of the business is measured by how well customers’ expectations are met.
=MANTI LTD (PRODUCTION AND SELLING CONCEPTS )=
(PICK TWO ONLY)
(i) Production efficiency: The focus is on producing goods in large quantities at low cost.
(ii) Product availability: Ensuring products are widely available is a key to business growth.
(iii) Aggressive selling: Strong promotional and selling efforts are used to push products to consumers.
(iv) Sales volume focus: Success is measured by the volume of sales rather than customer satisfaction.
(v) Little market feedback: Less attention is paid to consumer preferences or feedback during production.
2025 WAEC Marketing Objectives Questions And Answers
Below are the objective questions and answers for the 2025 Marketing exam.
- The business activity concerned with the identification and satisfaction of consumers needs is
A. merchandising
B. sales promotion
C. production management
D. marketing
Answer: D - The concept that states that consumers will only buy goods that are available and affordable is the
A. marketing concept
B. product concept
C. selling concept
D. production concept
Answer: D - The element of marketing mix that involves the creation of awareness is
A. place
B. price
C. product
D. promotion
Answer: D - Minimum wage as an environmental factor is associated with
A. political factor
B. technological factor
C. economic factor
D. social factor
Answer: C - The emphasis of societal marketing concept is on
A. firm’s profitability
B. environmental safety
C. product improvement
D. employee satisfaction
Answer: B - Limestone as a raw material in cement production is an example of
A. primary product
B. oil based product
C. secondary product
D. manufactured product
Answer: A - A tractor bought for use by a farmer is an example of
A. industrial goods
B. convenience goods
C. consumer goods
D. unsought goods
Answer: A - A feature of the consumer market is that
A. there are few buyers
B. there are many buyers
C. professional services are required
D. high purchase volume is involved
Answer: B - The stage at which product requirement is prescribed in organization’s buying decision process is
A. need identification
B. need specification
C. supplier search
D. supplier evaluation
Answer: B - A reason for engaging in international marketing by a company is to
A. utilize excess capacity
B. expand the national market
C. estimate the company’s market share
D. forecast demand for company’s product
Answer: A - Which of the following activities would a company embark upon to solve an identified marketing problem? Marketing
A. planning
B. research
C. objectives
D. intelligence
Answer: B - A series of activities that lead to marketing objectives setting is
A. sales plan
B. market plan
C. marketing planning
D. marketing survey
Answer: C - Marketing survey is carried out purposely to
A. sell a product
B. collect information
C. improve a company’s image
D. promote a new course
Answer: B - The form of advertising which aims at stimulating the demand for a particular brand of product is
A. competitive advertising
B. generic advertising
C. informative advertising
D. persuasive advertising
Answer: D - A voucher received by a customer that qualifies him for a price reduction in a repeat purchase is
A. premium
B. coupon
C. sweepstakes
D. contest
Answer: D - Premium offers and coupons are elements of
A. personal selling tools
B. direct marketing tools
C. sales promotional tools
D. advertising tools
Answer: C - In-store and window displays are elements of
A. sales contest
B. trade-in allowance
C. free samples
D. merchandising
Answer: D - A psychological factor that influences consumer buying behaviour is
A. social class
B. cultural trend
C. family
D. perception
Answer: D - A distribution channel member that would be used by a company that manufactures heavy drilling equipment is
A. broker
B. dealer
C. wholesaler
D. retailer
Answer: B - Which of the following transportation modes is suitable for transporting gas from Banjul to Dakar?
A. Rail
B. Pipeline
C. Air
D. Water
Answer: B - A transportation document that indicates the quantity and place of delivery of goods is
A. waybill
B. invoice
C. receipt
D. manifest
Answer: A - Which of the following individuals makes use of a warehouse?
A. The final consumer
B. An advertising agent
C. A wholesaler
D. A broker
Answer: C - Who among the following members comes first in the channel of distribution?
A. Retailer
B. Consumer
C. Manufacturer
D. Wholesaler
Answer: C - The aspect of a marketing plan that specifies the main goals and recommendations is the
A. action programmes
B. budgets
C. executive summary
D. objectives
Answer: C - Beans Sellers Association is an example of
A. cartel
B. market union
C. trade union
D. labour union
Answer: A - Funds sourced by a baker from previous year’s profit for expansion is
A. personal savings
B. bank loan
C. bank overdraft
D. retained earning
Answer: D - A Ministry of Education (MOE) that procures stationery for public schools’ use, is an example of
A. reseller market
B. consumer market
C. government market
D. industrial market
Answer: C - The combination of variables such as product, place, price and promotion constitute the
A. promotional mix
B. marketing mix
C. distribution mix
D. product mix
Answer: B - Use the following information to answer questions 29 and 30.
Johnson and Bitwa Ltd is into the production of soya beans milk. The business is located at the outskirts of the city and is experiencing low patronage.Which of the following factors could have resulted to the low demand of the product?
A. Government tax
B. Availability of infrastructures
C. Proximity to the market
D. Increasing production output
Answer: A - The company can increase the sales of its products by
A. offering delivery services to customers
B. increasing production output
C. reducing personnel costs
D. diversifying sources of raw materials
Answer: A - A sales promotional tool aimed at encouraging stocking of products by resellers is
A. free samples
B. quantity discount
C. patronage reward
D. free gifts
Answer: B - Which of the following activities is not performed in a warehouse?
A. Designing of products
B. Storage of products
C. Sorting of products
D. Packaging of products
Answer: A - The breaking of bulk is a function of the
A. broker
B. agent
C. wholesaler
D. salesforce
Answer: C - Which of the following activities is not a feature of industrial market?
A. Goods are bought through specialists
B. Customers are rational in product selection
C. Goods are bought for production purposes
D. Goods are bought for final consumption
Answer: D - An advertising media that has a wider coverage at a lower cost to advertisers is
A. television
B. radio
C. magazine
D. journal
Answer: B - The component of the marketing environment that deals with the traditions and norms of the society is
A. political factors
B. technological factors
C. cultural factors
D. economic factors
Answer: C - An idea offered for sale is
A. promotion
B. price
C. product
D. place
Answer: C - The starting point of the buyer decision making process is
A. information search
B. evaluation of alternatives
C. problem recognition
D. purchase decision
Answer: C - Which of the following stages is the last in consumer buying decision making process?
A. Need recognition
B. Purchase decision
C. Post purchase behaviour
D. Evaluation of alternatives
Answer: C - The marketing function that involves the movement of goods to the target market is
A. warehousing
B. distribution
C. pricing
D. promotion
Answer: B
2026 WAEC Marketing Questions And Answers
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Conclusion
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Kolade Kayode, known as Mr. KK, I am a Nigerian education blogger and founder of MasterWAEC.com. Passionate about student success, I simplifies WAEC exam preparation with accurate tips and resources to help students excel.
