Post Independence Era in The History of Marketing in Nigeria SS1 Marketing Lesson Note

POST-INDEPENDENCE ERA IN THE HISTORY OF MARKETING IN NIGERIA

Contact between the Nigerian area and 3 Britain dates back to the 16th century, it was not until the mid-19th century that Britain finally decided formally to colonize Nigeria. Throughout 4 the pre-colonial and colonial periods, trade was the most important determinant of Anglo-Nigerian relations. 

In promoting her economic interest, Britain used both force and diplomacy in gradually bringing the different parts of Nigeria under its rule between 1861 and 1903.

Marketing in the colonial period can be traced to the importation of finished goods from abroad to Nigeria. The major importer of these goods was the foreign merchant houses, for example, the United Africa Company (UAC).

Some of these imported goods were consumer goods and the people of Nigeria were ready to accept these goods. It was the beginning of 8 Nigeria’s preference to import goods.

 FEATURES OF THE POST-INDEPENDENCE ERA IN THE HISTORY OF MARKETING IN NIGERIA

1. Advancement in technology that resulted in the introduction of electronic marketing of products otherwise known as Internet marketing.
2. Accreditation of higher institutions to teach Marketing in tertiary institutions.
3. The separation of Marketing from other business disciplines for it to have its autonomous status.
4. The discovery of crude oil in large quantities in Nigeria required the oil companies to market their products worldwide.
5. The emergence of automation which resulted in mass production requiring companies to sell their products demanded the application and practice of marketing.
6. The lifting of the embargo on imported goods resulted in mass importation of products which required firms to apply marketing principles in selling these products.
7. The establishment of multinational companies resulted in intense competition for customers’ patronage, hence requiring specialists in marketing.
8. The establishment of professional bodies charged with the responsibility of standardizing professional marketing practice in Nigeria.

ASSIGNMENT 

1. What is marketing?
2. Explain the following terms in marketing

(a) Needs

(b) Wants

(c) Product

(d) Transaction

(e) Exchange

(f) Market

3. List and explain the different goals of marketing.
4. List seven importance of marketing to small-scale business owners.
5. Explain Quality in Marketing (WASSCE June, 2016).