Post Independence Era in the History of Marketing in Nigeria – SS1 Marketing Lesson Note (First Term)

The post-independence era in the history of marketing in Nigeria is the period after independence in which marketing became a recognised discipline and practice.

Behavioural objectives

By the end of the lesson, students should be able to:

1. describe how marketing began in the colonial period in Nigeria;
2. name a foreign merchant house that imported goods into Nigeria;
3. list the features of the post-independence era in the history of marketing in Nigeria;
4. explain how oil, automation, imports and multinational companies increased the need for marketing.

How did marketing begin in Nigeria in the colonial period?

Marketing in the colonial period began with the importation of finished goods from abroad into Nigeria.

• Early contact: contact between the Nigerian area and Britain dates back to the 16th century.
• Decision to colonise: Britain formally decided to colonise Nigeria only in the mid-19th century.
• Trade: throughout the pre-colonial and colonial periods, trade was the most important determinant of Anglo-Nigerian relations.
• Force and diplomacy: to promote her economic interest, Britain used both to bring the different parts of Nigeria under its rule between 1861 and 1903.
• Merchant houses: foreign trading firms were the major importers of finished goods, for example the United Africa Company (UAC).
• Consumer goods: some imports were goods for daily use, and Nigerians were ready to accept them.
• Result: this was the beginning of Nigeria’s preference for imported goods.

What are the key terms in this topic?

These terms appear often in the history of marketing in Nigeria.

• Merchant house: a foreign trading firm that imported goods and sold them in Nigeria, such as the UAC.
• Finished goods: goods that are ready for use by the consumer.
• Automation: the use of machines to do work that people once did by hand.
• Mass production: making goods in very large quantities, usually with machines.
• Embargo: an official ban on trade in certain goods.
• Multinational company: a company that has its head office in one country and operates in several others.
• Internet marketing: the electronic marketing of products through the internet.

What are the features of the post-independence era in the history of marketing in Nigeria?

There are eight features: internet marketing, accredited marketing courses, marketing as a separate discipline, the oil industry, mass production, mass importation, multinational companies and professional bodies.

• Internet marketing: advances in technology led to the electronic marketing of products.
• Accredited institutions: higher institutions were accredited to teach Marketing.
• Separate discipline: Marketing was separated from other business disciplines so that it could have its own autonomous status.
• Crude oil: crude oil was found in large quantities, so oil companies had to market their products worldwide.
• Mass production: automation led to mass production, so companies had to sell their products, and this required the practice of marketing.
• Mass importation: the lifting of the embargo on imported goods led to mass importation, so firms had to apply marketing principles in selling them.
• Multinational companies: their establishment brought intense competition for customers’ patronage, so specialists in marketing were needed.
• Professional bodies: bodies were set up to standardise professional marketing practice in Nigeria.

How did each development increase the need for marketing?

Each development gave firms more goods to sell or more rivals to beat, so firms needed marketing skills.

What is the difference between the colonial and post-independence eras in marketing?

The colonial era is the period of British rule, when marketing meant mainly the import and sale of foreign finished goods.

The post-independence era is the period after independence, when marketing became a recognised and taught discipline.

Evaluation

1. Name one foreign merchant house that imported finished goods into Nigeria in the colonial period.
2. Between which years did Britain bring the different parts of Nigeria under its rule?
3. State four features of the post-independence era in the history of marketing in Nigeria.
4. Explain how the finding of crude oil in large quantities affected marketing in Nigeria.
5. Why did the establishment of multinational companies create a need for marketing specialists?

Assignment

Explain how automation and the lifting of the embargo on imported goods increased the need for marketing in Nigeria after independence. Write your answer in not more than eight lines.