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Stats: 17,995 Members, 73,321 Topics, 15,960 Comments. Date: Sep 23 2019, 3:34 am

QUESTION: Could Someone Help With History Of Marketing In Nigeria [Solved]

Nigeria Student Forum / Questions / Marketing Department / Could Someone Help With History Of Marketing In Nigeria

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Fadeyi Oluwaseun
Ladoke Akintola University Ogbomosho
B.tech Marketing Management
200Level, Nigeria.

The whole history of marketing in the country can be divided into three main eras: the pre-colonial era, colonial era and the post-independence era.

The pre-colonial era, which lasted from the dawn of time until 1860, can be called the age of simple trade. What was available was mostly harvested by hand and had a very limited supply. Economic activity was focused around trade in resources and exploration.

The main form of money was usually cowries, although other forms were also available. Apart from regular trade, there was also barter, which was actually more prominent in the era. Exchange of goods for other goods prevailed over exchange of goods for money.

During colonial era (1860-1960), production era came to replace the simple trade era. Thanks to the emergence of mass production, product option availability in the market place has significantly increased. Several regions specialised in mass production of certain products, such as groundnut, palm oil and cocoa.

Consumer demand became more saturated. Businesses had strong competition, so they could not just easily sell their products to consumers. In order to do that, they had to work harder, and think of ways of making their products more attractive to the consumers if they wanted to win against the competition.

With the arrival of the post-independence era after 1960, companies realised that they could no longer use the old marketing models to sell their products. During this era, businesses decided to consolidate their marketing-related activities, including public relations, sales promotion and advertising, and create a single department. They finally realised that marketing was the thing that kept business alive.

In the post-independence days, businesses came to terms with the idea that they should be doing their best to cater to their consumers, as consumers’ needs were the most important thing when it came to selling products. Marketing was no longer compartmentalised, it actually became the goal of business. This was the time when the customer became the king, and all employees became involved in the marketing effort, directly or indirectly.

Over the years, Nigeria also saw the arrival of the relationship marketing. Its main idea is that the relationship with a customer is very important. A mutually beneficial long-term relationship built on trust is at the core of relationship marketing.

Alongside the aforementioned relationship marketing exists another era of marketing. The development of technologies resulted in the emergence of mobile/social marketing era. It focuses on social exchanges and connections between consumer and a business in real time. During this era, this connection is active pretty much 24/7, where the businesses can connect to potential and existing consumers at any time they want and vice versa.

As the post-independence era does not yet have an end date, it can be said that Nigeria is currently living in the age of mobile/social and relationship marketing. Customers are still considered kings and all efforts go to satisfy their needs. And with the help of technology, businesses and consumers can stay in touch and build their relationship 24/7.

Reference: https://www.google.com/amp/s/www.legit.ng/amp/1191690-history-marketing-nigeria.html


Ade Bayo
100Level, Nigeria.
Marketing history - a tough question

0 UpVote

Habeeblah Olamilekan
Kwara state polytechnic,ilorin
Graduate, Nigeria.
History of marketing in nigeria is somewhat though and you ought to surf the internet.
but more details can still be provided by NSF scholars

0 UpVote

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