HISTORY OF MARKETING IN NIGERIA Lesson Note
This SS1 Marketing lesson note covers HISTORY OF MARKETING IN NIGERIA for First Term, Week 3.
Learning Objectives
- By the end of the lesson, students should be able to:
- Explain the meaning of marketing history.
- Narrate the history of marketing in Nigeria during the pre-colonial age.
- Describe marketing during the colonial era (1860–1960).
- Explain the development of marketing in Nigeria from independence to date.
- Mention some changes that have taken place in marketing over the years
Lesson Note
A. MEANING OF HISTORY OF MARKETING
The history of marketing in Nigeria refers to the way buying, selling and distribution of goods and services have developed in Nigeria over the years.
Marketing in Nigeria did not begin with modern shops, supermarkets or advertisements. It started with simple activities such as barter and local trading.
B. Marketing During the Pre-Colonial Age
Before Europeans took control of Nigeria, people were already involved in buying and selling.
Main features were:
People exchanged goods through barter.
Farmers exchanged farm products for things they needed.
Local markets were important places for buying and selling.
Traders travelled from one community to another to sell goods.
Products such as food crops, livestock, salt, cloth and local crafts were traded.
Later, items such as cowries and other forms of money were used in trade.
Different communities became known for particular products.
For example, a farmer could exchange yams for fish or other goods he needed.
C. Marketing During the Colonial Era (1860–1960)
The colonial period brought major changes to marketing in Nigeria. European traders became involved in Nigerian trade, and the country became more connected to international markets.
Important developments included:
European trading companies entered Nigeria
European companies bought Nigerian products and sold imported goods.
Export trade increased
Products such as palm produce, cocoa, groundnuts, rubber and other agricultural products became important export goods.
Importation increased
Nigerians began to have greater access to imported goods such as textiles, household items and other manufactured products.
Transportation improved
Roads, railways, ports and waterways helped goods move from one place to another.
Money became more important in trade
The use of money became more common than direct barter.
Markets expanded
Trading activities increased beyond local communities and became connected to wider markets.
Trading companies developed
Large companies became involved in buying, selling and distributing goods.
D. Marketing From Independence to Date
Nigeria gained independence in 1960. After independence, marketing continued to develop as the economy and population grew.
Major developments include:
a. Growth of Nigerian businesses
More Nigerians established businesses involved in production, buying and selling.
b. Development of industries
More goods began to be produced locally, increasing the need for effective marketing.
c. Growth of advertising
Businesses began to use newspapers, radio and television to inform people about their products.
d. Development of supermarkets and modern shops
Modern retail outlets became more common, especially in towns and cities.
e. Use of modern transportation
Trucks and other vehicles made it easier to distribute goods to different parts of the country.
f. Growth of marketing organisations
Businesses became more interested in studying customers and competition.
g. Development of digital marketing
With the growth of the internet and smartphones, businesses now advertise and sell products through platforms such as websites and social media.
h. Online buying and selling
Customers can now order goods online and have them delivered to their homes.
SUMMARY
The history of marketing in Nigeria can be divided into three broad stages:
| Period | Major Features |
|---|---|
| Pre-colonial age | Barter, local markets and traditional trading |
| Colonial era (1860–1960) | European trade, increased imports and exports, improved transportation and wider markets |
| Post-independence to date | Growth of Nigerian businesses, advertising, supermarkets, modern distribution, online and digital marketing |
Conclusion
Marketing in Nigeria has changed from simple barter and local markets to a modern system involving advertising, transportation, supermarkets, banking, e-commerce and digital marketing. However, the main purpose remains the same: connecting goods and services with people who need them.
Evaluation
OBJECTIVE QUESTIONS
Before the introduction of modern marketing, Nigerians mainly engaged in ________. A. online shopping B. barter trade C. television advertising D. supermarket shopping
Barter is the exchange of ________. A. money for services B. goods for goods C. goods for money only D. shares for goods
One major problem of the barter system was the need for ________. A. double coincidence of wants B. modern banking C. advertising agencies D. supermarkets
The introduction of money made buying and selling ________. A. more difficult B. easier C. impossible D. unnecessary
European traders contributed to the development of modern marketing in Nigeria through ________. A. international trade B. traditional festivals only C. subsistence farming only D. local hunting
Which of the following was an important product traded by Nigerians during the early period of international trade? A. Palm produce B. Mobile phones C. Computers D. Television sets
Modern marketing in Nigeria developed further with the growth of ________. A. transportation and communication B. hunting alone C. traditional dancing D. family ceremonies
The establishment of markets in Nigerian towns helped to promote ________. A. buying and selling B. isolation C. unemployment D. food wastage
Which of the following is a modern means of marketing in Nigeria? A. E-commerce B. Barter only C. Exchange of farm tools for food only D. Direct exchange without money
The development of advertising in Nigeria has helped businesses to ________. A. create awareness about their products B. stop customers from buying C. reduce production completely D. prevent competition
Theory Questions
1a. What is the history of marketing?
1b. Mention two methods of trading used during the pre-colonial age.
1c. State four products that were commonly traded during the colonial period.
2a. What is digital marketing?
2b. Mention three changes that took place in marketing during the colonial era.
2c. Mention two ways technology has changed marketing in Nigeria