Observation

This question was tried by many candidates but poor performance was recorded because of their failure in answering the “b” part of the question well. They could not state the organization’s function.

Expected responses are.
5.         a) Importance of marketing planning to an organization

• Marketing planning enables an organization to focus on the marketing objectives.
• It ensures smooth running of the daily operations in the marketing department.
• It enables a company to gain competitive advantage.
• It enables an organization to apply the appropriate marketing mix strategies to increase its sales.
• It enables an organization to satisfy its selected target market.
• It prevents unnecessary expenditure.
• It defines area of responsibilities for the marketing department.
• It enables the company to measure its set objectives if it is achieved or not.
• It helps the company to cope or manage future uncertainty by making provision for unforeseen occurrences in the marketing plan.
• It encourages expansion of the business on the long run because of the continuous high productivity of the company due to an effective marketing plan.

(b)       i        Identification of the organization formed by Mrs Janet
The organization formed by Mrs Janet and other dry fish sellers is known as market union (Dry Fish Sellers Union/Association).

ii          The functions of market unions                                                          

• They settle disputes between members.
• They promote co-operation and unity among members.
• They encourage joint purchase among members.
• Mrs Janet would sell her dry fish at the same market price set by the union.
• The union would educate its members on current supply price in the case of increase or decrease.
• They can offer her financial assistance.
• They can mandate the supply of quality dry fish to members from the producers.
• They contribute financially and attend ceremony organized by members.