The Evolution of Marketing: From Barter to Modern Advertising Marketing SS 1 First Term Lesson Notes Week 3

Subject: Marketing
Topic: Introduction to Marketing 3
Class: SSS 1
Term: First Term
Week: 3

Learning Materials

• Whiteboard/Chalkboard
• Explanatory Posters/Pictures

Instructional Materials

• Lagos State Scheme of Work
• Online Materials
• Textbooks

Previous Knowledge

Students have been introduced to Introduction to Marketing 1, covering the basic principles and processes in marketing.

Behavioral Objectives

By the end of this lesson, learners should be able to:

1. Explain trade by barter as an early form of commerce.
2. Define advertising and its significance in marketing.
3. Provide an overview of the history of marketing in Nigeria.

Content

Introduction to Marketing 3: History of Marketing in Nigeria

Overview of Marketing’s Evolution

Marketing as a formal discipline is relatively new, but the concept of exchanging goods and services has been around for centuries. The history of marketing in Nigeria includes both trade by barter and the early adoption of advertising.

Trade by Barter

Trade by barter is one of the oldest forms of commerce, where goods or services were exchanged directly without money. For example, a farmer might trade a portion of their harvest for tools made by a blacksmith. Though replaced by currency, barter remains relevant in specific business arrangements today. For example, some companies accept non-monetary payments — a practice known as counter-trade. Certain chemical companies, for instance, may exchange products exclusively in return for other chemicals they need.

Advertising: A Long-Standing Marketing Tool

Advertising, one of the main tools of marketing, has an ancient history. The ancient Greeks used public criers to promote goods, similar to today’s advertisements on television or the internet. Although these early brands did not survive the test of time, they laid the foundation for brand promotion. Today, some brands have a history spanning hundreds of years, such as Guinness, established in 1759, and Pears Soap, established in 1789.

Modern Marketing in Nigeria

In Nigeria, marketing has evolved significantly. Modern marketing strategies include television and radio advertising, digital marketing, and targeted social media campaigns, which enable businesses to reach audiences nationwide. Notably, digital platforms such as Nigerian Business Directory and Nairaland Forum have become valuable resources for businesses to gain visibility and engage with consumers.

For additional resources, students can explore websites with higher domain authority (DA) such as Nigerian Finder to gain insights into the country’s business landscape and marketing evolution.

Presentation

The teacher presents the topic using a structured approach:

1. Step 1: Reviewing the previous topic, “Introduction to Marketing 1,” to reinforce foundational knowledge.
2. Step 2: Introducing the new concepts with definitions and examples to engage students.
3. Step 3: Encouraging students to share examples or ask questions, with the teacher providing clarification and additional information as needed.

Evaluation

Classwork Questions:

1. What is trade by barter, and how does it differ from modern commerce?
2. Define advertising and explain its role in marketing.
3. Provide a brief history of marketing practices in Nigeria.

Conclusion

The teacher summarizes the lesson by:

• Emphasizing the importance of understanding marketing’s evolution.
• Providing a brief overview on the impact of trade by barter and advertising on modern marketing practices.
• Reviewing main points on the chalkboard and checking students’ understanding through informal assessment.

The teacher then moves around the classroom, marking assignments, and making corrections where necessary to reinforce learning.

For further understanding, students can explore reputable Nigerian websites, such as Nigerian Business Directory or Nigerian Finder, for practical applications of marketing concepts in Nigeria.

Understanding the Marketing Concept: A Customer-Centric Approach for Long-Term Success Marketing SS 1 First Term Lesson Notes Week 4

Evaluation Questions

1. Trade by barter is the exchange of goods or services without using ____.
   a) Money
   b) Products
   c) Services
   d) Advertising
2. An example of trade by barter in ancient societies is exchanging ____ for food.
   a) Cash
   b) Harvest
   c) Water
   d) Textbooks
3. In trade by barter, the exchanged items had to be of ____ value.
   a) Different
   b) Higher
   c) Equal
   d) Unknown
4. Advertising has been used for thousands of years, dating back to ancient ____.
   a) Egypt
   b) Greece
   c) Rome
   d) Nigeria
5. Ancient Greek traders hired ____ to promote their products in public.
   a) Writers
   b) Merchants
   c) Criers
   d) Kings
6. A well-known brand with a history dating back to the 18th century is ____.
   a) Coca-Cola
   b) Guinness
   c) Apple
   d) Nescafe
7. Trade by barter can also be referred to as ____.
   a) Counter-trade
   b) Marketing
   c) Retailing
   d) Digital trade
8. The use of ____ in Nigeria has modernized marketing.
   a) Social media
   b) Stones
   c) Trees
   d) Barter
9. In marketing, a company aims to satisfy ____ needs.
   a) Employee
   b) Customer
   c) Manager
   d) Political
10. The first step in effective marketing is understanding what the ____ want.
    a) Employees
    b) Customers
    c) Managers
    d) Government
11. Brands that have lasted over 100 years include ____.
    a) Apple
    b) Guinness
    c) Pepsi
    d) Nike
12. ____ is considered one of the oldest forms of trade.
    a) Cash trade
    b) Online trading
    c) Trade by barter
    d) Digital marketing
13. Advertising during ancient times was done through ____.
    a) Television
    b) Radio
    c) Criers
    d) Newspapers
14. Marketing became formalized in Nigeria with the use of ____.
    a) Internet
    b) Flyers
    c) Digital tools
    d) Coins
15. Advertising helps businesses by ____.
    a) Reaching customers
    b) Eliminating customers
    c) Removing competition
    d) Reducing costs

Class Activity Discussion

1. What is trade by barter?
   Trade by barter is the exchange of goods or services without using money.
2. Why is trade by barter considered one of the oldest forms of trade?
   It existed before currency systems, allowing people to exchange items directly.
3. What were ancient criers used for in Greece?
   They promoted products and services in public, similar to today’s advertising.
4. How does trade by barter still exist today?
   Some businesses use counter-trade, where they exchange goods instead of paying with money.
5. Which early brands have lasted for centuries?
   Examples include Guinness and Pears Soap.
6. Why is advertising important in marketing?
   Advertising helps to inform potential customers about products and services.
7. How has technology affected modern marketing in Nigeria?
   Digital platforms allow businesses to reach a wider audience effectively.
8. What is the main purpose of marketing?
   To meet customer needs and create satisfaction.
9. How did ancient advertising methods differ from modern ones?
   Ancient methods included criers, while modern methods use digital and broadcast media.
10. What is counter-trade?
    It is an exchange system where companies trade goods directly without cash.
11. What does a customer-oriented marketing strategy focus on?
    Meeting the needs and wants of the customers.
12. Why do companies advertise products?
    To increase awareness and encourage purchases.
13. What was one key factor in the development of marketing in Nigeria?
    The introduction of advertising through media like radio and newspapers.
14. Which industry example is given for using counter-trade?
    The chemical industry sometimes exchanges goods rather than using cash.
15. How can advertising build a brand?
    By repeatedly promoting it to increase visibility and customer trust.

Evaluation

1. Describe trade by barter and give one example.
2. What was the primary purpose of ancient advertising?
3. Explain why some businesses still use barter trade today.
4. Define advertising and its significance in marketing.
5. Mention two early brands that are still known today.
6. How does digital marketing differ from traditional advertising methods?
7. Explain how criers were used for advertising in ancient Greece.
8. What are the benefits of a customer-focused marketing approach?
9. Describe one way modern marketing in Nigeria has evolved.
10. What does counter-trade mean, and in which industry is it sometimes used?