SS3 First Term Commerce Lesson Note – Introduction to Marketing

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WEEK 2.

SUBJECT: COMMERCE

CLASS: SS3

TOPIC: – INTRODUCTION TO MARKETING

CONTENT:

• Meaning of marketing
• Importance and functions of marketing in the economy
• Marketing concept and marketing mix— (product price place, promotion)

SUB-TOPIC 1:     Meaning of marketing:

Marketing is the business activities that direct the flow of goods from the producers to the final consumer in order to satisfy consumers and leads to accomplishment of the company’s business.

Marketing creates time, place, possession and form utility. It arranges for production and making goods available at the right time, in the right place and form,

MARKET:

A market is any arrangement personal or impersonal, former or informer which facilitates with the exchange of goods and services whereby buyers and sellers are contact with one another and agree on price.

TYPES OF MARKET.

1. Consumer market: This is the market where goods and services are sold to the final consumers. Examples of market are Balogun market, Onitsha main market. Consumer market is a market for final end users of the product who buy goods not for the purpose of making profit.
2. Industrial market: This is a market that is not for the final consumption but for the production of goods and services to be sold to the consumers market e.g. a market where industrial machines and automobile spare parts are sold.
3. Producer market: It consists of individual or business that purchase product for the purpose of making profit by using them to produce other product.

MARKET SEGMENTATION:

This is the process of dividing a total market into market groups consisting of people who have relatively similar product need. In other word, market segmentation is the division of a market into identifiable sub markets for the purpose of reaching target customers with most appropriate set of product mix, quality, price, advertisement etc.

Usually, there are two segmentation of market strategies employed by market professionals. These are:

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