Marketing Concepts (CONT) The consumer orientation Integrated organizational efforts

MARKETING SS 3 SECOND TERM

Subject : Marketing

Class : SS 3

Term : Second Term

Week : Week 2

Topic :

Meaning of marketing concept

• The consumer orientation
• Integrated organizational efforts

Previous Lesson :

Meaning of marketing concept Concepts under which organization conducts marketing activities

Objective: To understand the meaning of marketing concept, consumer orientation, and integrated organizational efforts.

Duration: 60 minutes

Materials:

• PowerPoint presentation
• Whiteboard and markers
• Workbook or Textbook of multiple-choice questions
• Examples of Nigerian companies applying marketing concepts (e.g., MTN Nigeria, Nigerian Breweries, Access Bank Nigeria)

Content :

Marketing Concept:

The marketing concept is a business philosophy that focuses on identifying and satisfying customer needs and wants through the delivery of superior value. Nigerian companies that adopt the marketing concept are committed to creating long-term relationships with customers by understanding their needs and designing and promoting products and services that meet those needs in a better way than competitors. Examples of Nigerian companies that apply the marketing concept include:

• MTN Nigeria, which is known for offering innovative and value-driven products and services that cater to the diverse needs of its customers.
• Jumia Nigeria, which has built a reputation for providing a seamless and convenient online shopping experience for customers across Nigeria.
• Dangote Group, which has established itself as a customer-centric organization by delivering high-quality products and services that meet the needs of consumers in various sectors.

Consumer Orientation:

Consumer orientation is a business strategy that prioritizes understanding and meeting the needs and wants of customers. Nigerian companies that adopt a consumer orientation are committed to providing superior value to customers through the products and services they offer. Examples of Nigerian companies with a consumer orientation include:

• Access Bank Nigeria, which is known for its customer-focused approach to business and its commitment to providing exceptional customer service.
• Konga Nigeria, an online retailer that is famous for its customer-focused culture and commitment to delivering a great customer experience.
• Cadbury Nigeria, which has built a reputation for understanding and meeting the needs of its customers through its wide range of products that cater to different age groups and tastes.

Integrated Organizational Efforts:

Integrated organizational efforts refer to the coordination of all aspects of a business to deliver a unified and consistent customer experience. Nigerian companies with integrated organizational efforts align all departments and functions within an organization to work together towards a common goal – delivering superior value to customers. Examples of Nigerian companies with integrated organizational efforts include:

• GTBank, which is known for its consistent and high-quality customer experience across all its branches and channels, both online and offline.
• The Nigerian Breweries, which has built a reputation for providing a unique and personalized customer experience through its brands and campaigns that cater to different customer segments.
• Flour Mills of Nigeria, which has established itself as a customer-centric organization by delivering high-quality products and services that meet the needs of consumers across Nigeria

Evaluation

1. What is the marketing concept? a. A business philosophy that focuses on understanding and meeting customer needs and wants through the delivery of superior value. b. A business philosophy that focuses on producing products in large quantities at low costs. c. A business philosophy that emphasizes the quality and features of the product itself. d. A business philosophy that focuses on aggressive selling and promotion of products to customers.
2. What is consumer orientation? a. A business strategy that prioritizes understanding and meeting the needs and wants of customers. b. A business strategy that prioritizes producing products in large quantities at low costs. c. A business strategy that emphasizes the quality and features of the product itself. d. A business strategy that focuses on aggressive selling and promotion of products to customers.
3. Which of the following is an example of a Nigerian company that applies the marketing concept? a. Access Bank Nigeria b. Nestle Nigeria c. Total Nigeria d. Air Peace Nigeria
4. What is integrated organizational efforts? a. The coordination of all aspects of a business to deliver a unified and consistent customer experience. b. The prioritization of producing products in large quantities at low costs. c. The emphasis on the quality and features of the product itself. d. The focus on aggressive selling and promotion of products to customers.
5. Which of the following is an example of a Nigerian company with a consumer orientation? a. MTN Nigeria b. Nigerian Breweries c. Cadbury Nigeria d. Flour Mills of Nigeria
6. What is the central idea behind the marketing concept? a. Prioritizing understanding and meeting the needs and wants of customers through the delivery of superior value. b. Producing products in large quantities at low costs. c. Emphasizing the quality and features of the product itself. d. Aggressively selling and promoting products to customers.
7. Which of the following is an example of a Nigerian company with integrated organizational efforts? a. Jumia Nigeria b. Dangote Group c. Flour Mills of Nigeria d. Air Peace Nigeria
8. What is the main goal of integrated organizational efforts? a. Delivering a unified and consistent customer experience. b. Producing products in large quantities at low costs. c. Emphasizing the quality and features of the product itself. d. Aggressively selling and promoting products to customers.
9. What is the focus of consumer orientation? a. Prioritizing understanding and meeting the needs and wants of customers. b. Producing products in large quantities at low costs. c. Emphasizing the quality and features of the product itself. d. Aggressively selling and promoting products to customers.
10. Which of the following is an example of a Nigerian company that prioritizes integrated organizational efforts? a. GTBank b. Nestle Nigeria c. Total Nigeria d. Air Peace Nigeria

Lesson Plan Presentation

Revision

•  Revise the last topic with the pupils which was Meaning of marketing concept Concepts under which organization conducts marketing activities

Introduction (10 minutes):

• Begin by asking students if they know what marketing is and what it involves.
• Briefly explain what marketing is and its importance for businesses.
• Introduce the topic of the marketing concept, consumer orientation, and integrated organizational efforts.

Body (40 minutes):

• Use a PowerPoint presentation to explain the marketing concept, consumer orientation, and integrated organizational efforts.
• Discuss each concept in detail, providing examples of Nigerian companies that apply these concepts in their marketing strategies.
• Use the whiteboard to highlight the key points of each concept and encourage students to ask questions and participate in the discussion.

Evaluation

1. The marketing concept is a business philosophy that focuses on identifying and satisfying __________ needs and wants.
2. Consumer orientation is a business strategy that prioritizes understanding and meeting the needs and wants of __________.
3. Integrated organizational efforts refer to the coordination of all aspects of a business to deliver a unified and consistent __________ experience.
4. The main goal of integrated organizational efforts is to deliver a unified and consistent __________ experience.
5. The marketing concept requires a __________-centric focus.
6. Companies with a consumer orientation are committed to providing superior value to __________ through the products and services they offer.
7. Nigerian companies that adopt the marketing concept are committed to creating long-term relationships with __________.
8. Examples of Nigerian companies with a consumer orientation include Access Bank Nigeria, Konga Nigeria, and __________ Nigeria.
9. Examples of Nigerian companies with integrated organizational efforts include GTBank, Nigerian Breweries, and __________ of Nigeria.
10. The marketing concept is about identifying what customers want and delivering it to them in the __________ possible way.

Activity (10 minutes):

• Hand out multiple-choice questions related to the topic and ask students to complete them individually.
• After completion, discuss the correct answers and provide explanations for each.

Conclusion (10 minutes):

• Summarize the main points of the lesson and highlight the importance of understanding marketing concepts.
• Encourage students to think about how Nigerian companies can apply these concepts in their own businesses.
• Thank students for their participation and ask if they have any remaining questions.

Assessment:

• Students will be assessed based on their participation in the discussion and their performance on the multiple-choice questions.
• The teacher will also observe the students’ understanding of the key concepts during the discussion and provide feedback as needed

Weekly Assessment /Test

1. What is marketing?
2. What is the marketing concept?
3. What is consumer orientation?
4. What is the focus of consumer orientation?
5. What are integrated organizational efforts?
6. What is the goal of integrated organizational efforts?
7. What is the importance of understanding marketing concepts?
8. Can you name a Nigerian company that applies the marketing concept?
9. Can you name a Nigerian company with a consumer orientation?
10. Can you name a Nigerian company that prioritizes integrated organizational efforts?