36-Week WAEC Revision Programme — Marketing
September to the May WAEC sitting. SS3 is not a year of new material so much as a year of pressure on material already met, so this is not a course to work through from the beginning — it is a testing programme. Each week you answer cold, work the ones you got wrong, and have the AI explain why you got them wrong. Anything you turn out never to have been taught, you learn there and then, and meet again three weeks later.
A week is one block of the syllabus and the prompts that cover it. You are not meant to do all of them: answer the questions first, and let what you get wrong decide which of the rest you need. Fifteen or twenty minutes a subject is a real week's work — nine subjects do not fit any other way.
Every week, in this order
Start with the questions, not the explanation. The first two steps are in every week; a purpose-written mistake or pitfalls prompt appears in about half of them, and where it does not, your own wrong answers are the material for step three.
- 1. Retrieve — Answer cold, with nothing in front of you. Wrong answers are the point — they show you where the week's work is.
- 2. Drill — Work the ones you missed properly, showing every step, so you and the AI can both see where it went wrong.
- 3. Explain my error — Ask why your answer was wrong, not just what the right one is. Where the week offers a Spot My Mistake or WAEC Pitfalls prompt, use it.
- 4. Teach me — Only if the error turns out to be something you were never taught. Then come back and retrieve it again.
Foundations of Marketing
↑ Jump to week- Week 1
- Week 2
- Quiz: The physical functions: transport and storage
- WAEC prep: How marketing developed in Nigeria from trade by barter
- Practice set: The effect of modern retailing on Nigerian marketing
- Spot my mistake: Treating marketing as selling and advertising only
- Let me explain: The facilitating functions: finance, risk-bearing and information
- Teach me: The exchange functions of marketing
- Week 3
- Quiz: The product concept and the trap of product myopia
- WAEC prep: The marketing concept and the societal marketing concept
- Practice set: Identifying which concept a described firm is following
- Spot my mistake: Treating the selling concept and the marketing concept as the same orientation
- Let me explain: The selling concept and where it applies
- Teach me: The production concept and the conditions that suit it
The Marketing Mix and Environment
↑ Jump to week- Week 4
- Quiz: How a change in one P forces changes in the others
- Quiz: The macro-environment and the forces within it
- WAEC prep: The extended marketing mix for services
- WAEC prep: Scanning the environment for threats and opportunities
- Practice set: Analysing the environment facing a Nigerian firm
- Spot my mistake: Treating the four Ps as four separate decisions
- Spot my mistake: Placing competitors and suppliers in the macro-environment
- Let me explain: Building a mix for a new product
- Let me explain: Controllable and uncontrollable environmental factors
- Teach me: What the marketing mix is and why the four elements work together
- Teach me: The micro-environment and who belongs to it
Revisit from three weeks ago - Week 5
- Quiz: Convenience, shopping and speciality goods
- WAEC prep: Durable goods, non-durable goods and services
- Practice set: Classifying named Nigerian products correctly
- Spot my mistake: Classifying a good as a speciality good because it is expensive
- Let me explain: Industrial goods and their classes
- Teach me: Consumer goods and the ways they are classified
Revisit from three weeks ago - Week 6
- Quiz: The industrial market and how buying differs there
- Quiz: Cultural and social influences on buying
- WAEC prep: The government market and how it buys
- WAEC prep: How organisational buying differs from consumer buying
- Practice set: Tracing a buying decision from need to purchase
- Spot my mistake: Assuming all organisational buyers behave alike
- Spot my mistake: Assuming organisational buyers decide in the way individual consumers do
- Let me explain: The reseller market
- Let me explain: Personal and psychological influences on buying
- Teach me: The consumer market and what defines it
- Teach me: What consumer behaviour studies
Revisit from three weeks ago
Consumer Behaviour and Planning
↑ Jump to week- Week 7
- Quiz: The stages of the marketing research process
- WAEC prep: The importance of marketing research to a firm
- Practice set: Planning a small research study for a Nigerian market
- Spot my mistake: Beginning a research study with the questionnaire rather than with the problem to be solved
- Let me explain: The sources of marketing information
- Teach me: What marketing planning involves
Revisit from three weeks ago - Week 8
- Quiz: Cost-based pricing strategies
- WAEC prep: Haggling as a pricing practice in Nigerian markets
- Practice set: Setting a price for a new product
- Spot my mistake: Setting a price by adding a mark-up to cost without asking what the buyer will pay
- Let me explain: Demand-based and competition-based pricing
- Teach me: The factors that determine the price of a product
Revisit from three weeks ago
Pricing and Promotion
↑ Jump to week- Week 9
- Quiz: Informative and persuasive advertising
- Quiz: Consumer promotions: coupons, samples and price-off
- WAEC prep: Broadcast and outdoor media compared
- WAEC prep: The advantages and drawbacks of sales promotion
- Practice set: Designing a promotion for a Nigerian product
- Spot my mistake: False and misleading advertising, and the rules against it
- Spot my mistake: Treating sales promotion as a permanent substitute for advertising
- Let me explain: The print media and their advantages
- Let me explain: Trade promotions aimed at retailers
- Teach me: What advertising is and the objectives it serves
- Teach me: What sales promotion is and when a firm uses it
Revisit from three weeks ago - Week 10
- Quiz: The functions of packaging
- WAEC prep: Labelling and the information a label must show
- Practice set: Designing packaging and a label for a product
- Spot my mistake: Treating a brand name and a trademark as the same thing
- Let me explain: Branding and the value a brand carries
- Teach me: What merchandising covers
Revisit from three weeks ago
Distribution and Physical Channels
↑ Jump to week- Week 11
- Quiz: The types of channel from producer to consumer
- WAEC prep: The functions performed by channel members
- Practice set: Selecting a channel for a named product
- Spot my mistake: Assuming a shorter channel of distribution is always cheaper for the producer
- Let me explain: The factors influencing channel choice
- Teach me: What a channel of distribution is
Revisit from three weeks ago - Week 12
- Quiz: The factors that decide the mode chosen
- WAEC prep: The documents used in transporting goods
- Practice set: Costing transport for a stated consignment
- Spot my mistake: Choosing the fastest mode of transport whatever the value and bulk of the goods
- Let me explain: The importance of transport to marketing
- Teach me: The modes of transport used in marketing
Revisit from three weeks ago - Week 13
- Quiz: The types of warehouse
- Quiz: The types of market union in Nigeria
- WAEC prep: The activities carried out inside a warehouse
- WAEC prep: The roles market unions play in local markets
- Practice set: The disputes market unions settle
- Spot my mistake: Assuming warehousing only means keeping goods safe
- Spot my mistake: Treating a market union as a government agency because it regulates the market
- Let me explain: The functions a warehouse performs
- Let me explain: Market facilitators and the services they provide
- Teach me: What warehousing is and why goods are stored
- Teach me: What a market union is and how it is organised
Revisit from three weeks ago
Global and Digital Marketing
↑ Jump to week- Week 14
- Quiz: The methods of entering a foreign market
- WAEC prep: The rules and regulations governing international marketing
- Practice set: Preparing a Nigerian product for an export market
- Spot my mistake: Assuming a product that sells well at home will sell abroad unchanged
- Let me explain: The importance of international marketing to Nigeria
- Teach me: What international marketing means
Revisit from three weeks ago - Week 15
- Quiz: The tools of e-marketing
- WAEC prep: The uses of e-marketing for a small Nigerian business
- Practice set: Setting up an online presence for a market outlet
- Spot my mistake: Treating e-marketing as owning a website and nothing more
- Let me explain: The importance of ICT to modern marketing
- Teach me: What e-marketing is and the forms it takes
Revisit from three weeks ago
Running a Market Outlet
↑ Jump to week- Week 16
- Quiz: The qualities a marketing entrepreneur needs
- Quiz: Co-operative and thrift societies as sources
- WAEC prep: The role of entrepreneurship in running a market outlet
- WAEC prep: Trade credit from suppliers
- Practice set: Choosing a source of funds for a named outlet
- Spot my mistake: Confusing an entrepreneur with a trader
- Spot my mistake: Treating trade credit from a supplier as a free source of funds
- Let me explain: Spotting a marketing opportunity
- Let me explain: Bank loans and overdrafts for a market outlet
- Teach me: Who an entrepreneur is in a marketing context
- Teach me: Personal savings and family sources of funds
Revisit from three weeks ago - Week 17
- Quiz: Transport and accessibility in siting an outlet
- WAEC prep: The effect of a poor location on sales
- Practice set: Choosing between two sites for an outlet
- Spot my mistake: Choosing a site for an outlet by the cheapness of its rent alone
- Let me explain: Rent, competition and security as location factors
- Teach me: Nearness to customers as a location factor
Revisit from three weeks ago - Week 18
- Quiz: Handling a customer's objection
- WAEC prep: Closing a sale and following it up
- Practice set: Role-playing a sale from approach to close
- Spot my mistake: Treating a customer's objection as a refusal to buy
- Let me explain: Bargaining and how a price is settled in a Nigerian market
- Teach me: The steps in the selling process
Revisit from three weeks ago - Week 19
- Quiz: The qualities of a good salesperson
- Quiz: Misleading online claims and false reviews
- WAEC prep: Handling complaints and difficult customers
- Practice set: Building a customer service routine for an outlet
- WAEC prep: Online fraud and how buyers are protected
- Spot my mistake: Treating customer service as what happens after a complaint rather than throughout the sale
- Spot my mistake: An online offer that carries the marks of a scam
- Let me explain: Customer service and why it retains custom
- Let me explain: Privacy and the misuse of customer data
- Teach me: What personal selling involves
- Teach me: The ethical duties of an e-marketer
Revisit from three weeks ago
Mixed WAEC Practice
↑ Jump to week- Week 20
- Quiz: Product mix width, length and depth
- WAEC prep: The product life cycle and the strategy at each stage
- Practice set: Planning the product element for a named good
- Spot my mistake: Assuming every product passes through the life cycle at the same pace
- Let me explain: New product development stages
- Teach me: The levels of a product from core to augmented
Revisit from three weeks ago - Week 21
- Quiz: Penetration pricing and skimming
- WAEC prep: Discounts and allowances as price adjustments
- Practice set: Adjusting price in response to a competitor
- Spot my mistake: Treating penetration pricing and skimming as two names for one launch strategy
- Let me explain: Psychological and promotional pricing
- Teach me: The objectives a firm pursues when setting price
Revisit from three weeks ago - Week 22
- Quiz: Intensive, selective and exclusive distribution
- Quiz: Publicity and public relations
- WAEC prep: Channel conflict and how it is managed
- Practice set: Planning distribution for a new Nigerian product
- WAEC prep: Setting a promotional budget
- Spot my mistake: Treating intensive distribution as the right choice for every product
- Spot my mistake: Promotion that raises awareness but not sales
- Let me explain: Physical distribution and logistics
- Let me explain: Designing a promotional message
- Teach me: What the place element covers
- Teach me: The elements of the promotion mix
Revisit from three weeks ago - Week 23
- Quiz: Laws regulating advertising and product claims
- Quiz: Religious beliefs and the products they rule out
- WAEC prep: The effect of tariffs and import policy on marketers
- Practice set: Assessing the legal risks facing a described campaign
- WAEC prep: Adapting a marketing message across Nigerian cultures
- Spot my mistake: Assuming an advertisement is lawful so long as it does not name a competitor
- Spot my mistake: A campaign that offends a cultural or religious norm
- Let me explain: Political stability and its effect on market planning
- Let me explain: Language and symbolism in Nigerian advertising
- Teach me: How government policy shapes marketing
- Teach me: How culture shapes what people buy
Revisit from three weeks ago - Week 24
- Quiz: Inflation and exchange rates as marketing factors
- WAEC prep: The effect of mobile phones on Nigerian marketing
- Practice set: Responding to an economic downturn as a marketer
- Spot my mistake: Assuming a rise in income raises the demand for every good
- Let me explain: How technology changes the way goods are marketed
- Teach me: Income levels and their effect on demand
Revisit from three weeks ago - Week 25
- Quiz: Raw materials, components and capital items
- WAEC prep: Marketing strategy for industrial goods
- Practice set: Classifying goods that could fall into either class
- Spot my mistake: Classifying a good as industrial or consumer by what it is rather than by who buys it and why
- Let me explain: How buying behaviour differs between the two
- Teach me: What distinguishes an industrial good from a consumer good
Revisit from three weeks ago - Week 26
- Quiz: Secondary products and the processing behind them
- Quiz: The number and type of buyers in each
- WAEC prep: Non-oil exports and the case for diversification
- Practice set: Marketing a Nigerian non-oil product abroad
- WAEC prep: Demand characteristics in organisational markets
- Spot my mistake: Treating a primary product as one that has undergone no handling at all before sale
- Spot my mistake: Applying consumer tactics to an organisational buyer
- Let me explain: Oil products and their place in Nigerian exports
- Let me explain: The buying process in each market
- Teach me: Primary products and where they come from
- Teach me: The size and structure of each market
Revisit from three weeks ago - Week 27
- Quiz: Tendering and public procurement
- WAEC prep: Selling to government against selling to resellers
- Practice set: Preparing a bid for a government contract
- Spot my mistake: Assuming the lowest bid must win a public tender
- Let me explain: The reseller market and what resellers look for
- Teach me: The stages of a public procurement cycle
Revisit from three weeks ago - Week 28
- Quiz: Motivation and perception in buying
- Quiz: Information search and evaluation of alternatives
- WAEC prep: Income and occupation as influences on purchase
- Practice set: Explaining a described buyer's choice
- WAEC prep: Post-purchase behaviour and buyer's remorse
- Practice set: Mapping the process for a stated product
- Spot my mistake: Treating motivation and perception as the same influence on a buyer
- Spot my mistake: Assuming the buying decision process ends at the moment of purchase
- Let me explain: Learning, beliefs and attitudes in buying
- Let me explain: The purchase decision and what can disrupt it
- Teach me: Reference groups and family influence
- Teach me: Problem recognition as the first stage
Revisit from three weeks ago - Week 29
- Quiz: Setting marketing objectives
- Quiz: The information needed about competitors
- WAEC prep: Budgets and controls in a marketing plan
- Practice set: Drafting a one-page marketing plan
- WAEC prep: Sources of market and industry data in Nigeria
- Spot my mistake: Treating marketing objectives and marketing strategy as the same part of a plan
- Spot my mistake: Planning on data that is out of date
- Let me explain: Strategy and tactics within the plan
- Let me explain: Internal company data used in planning
- Teach me: The situation analysis in a marketing plan
- Teach me: The information needed about customers
Revisit from three weeks ago - Week 30
- Quiz: Turning findings into marketing decisions
- WAEC prep: The reasons feedback is sometimes ignored
- Practice set: Deciding what to change after a research result
- Spot my mistake: Treating a customer complaint as a nuisance rather than as research feedback
- Let me explain: Acting on customer complaints as feedback
- Teach me: How research findings are reported
Revisit from three weeks ago - Week 31
- Quiz: The advantages and weaknesses of cost-plus
- WAEC prep: Competitive tendering as a pricing method
- Practice set: Calculating a cost-plus price from given costs
- Spot my mistake: Assuming cost-plus pricing guarantees a profit whatever volume is sold
- Let me explain: Going-rate pricing and following the market leader
- Teach me: Cost-plus pricing and how the mark-up is set
Revisit from three weeks ago - Week 32
- Quiz: The skills a good haggler uses
- Quiz: Radio and television as advertising media
- WAEC prep: Price discrimination and when it is possible
- Practice set: Negotiating a price in a described market scene
- WAEC prep: Online and social media advertising
- Practice set: Choosing media for a stated budget and audience
- Spot my mistake: Assuming a seller can charge different buyers different prices in any market at will
- Spot my mistake: Choosing the medium with the largest audience rather than the one the target audience uses
- Let me explain: Demand-based pricing and what the buyer will bear
- Let me explain: Outdoor media: billboards, posters and transit
- Teach me: Haggling and where it survives in Nigerian trade
- Teach me: Newspapers and magazines as advertising media
Revisit from three weeks ago - Week 33
- Quiz: Premium offers and free gifts
- Quiz: The welfare role of market unions
- WAEC prep: Competitions, sampling and demonstrations
- WAEC prep: Market unions in dispute settlement
- Practice set: The problems market unions face
- Spot my mistake: A promotion that devalues the brand
- Spot my mistake: Assuming a market union can fix prices that bind traders outside its own market
- Let me explain: Loyalty schemes and repeat custom
- Let me explain: Market unions and price regulation
- Teach me: Coupons and how they work
- Teach me: How a market union governs its market
Revisit from three weeks ago - Week 34
- Quiz: Transporters and loaders in a market
- WAEC prep: The importance of facilitators to market operation
- Practice set: Identifying facilitators in a described Nigerian market
- Spot my mistake: Treating a broker as a trader who buys the goods and resells them
- Let me explain: Financiers and credit providers in local markets
- Teach me: Brokers and agents as market facilitators
Revisit from three weeks ago - Week 35
- Quiz: Exporting as a method of entry
- Quiz: Political risk and trade barriers
- WAEC prep: Joint ventures and direct investment abroad
- Practice set: Choosing an entry method for a Nigerian firm
- WAEC prep: Exchange rates and their effect on export pricing
- Spot my mistake: Treating licensing and a joint venture as the same commitment abroad
- Spot my mistake: Entering a market on price advantage alone
- Let me explain: Licensing and franchising abroad
- Let me explain: Cultural distance and its effect on strategy
- Teach me: Why a firm goes into international marketing
- Teach me: Market size and growth as entry factors
Revisit from three weeks ago - Week 36
- Quiz: The bill of lading in sea transport
- WAEC prep: Insurance and customs documents in transport
- Practice set: Assembling the documents for a stated shipment
- Spot my mistake: Treating a waybill and a bill of lading as interchangeable documents
- Let me explain: The airway bill and its uses
- Teach me: The waybill and the consignment note
Revisit from three weeks ago