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THE EFFECT OF PERSONAL SELLING ON MARKETING PERFORMANCE OF INDUSTRIAL PRODUCT
CHAPTER ONE
1.0 INTRODUCTION
This study seeks to appraise the effect of personal selling in the marketing of industrial product with special reference to first aluminum company ltd.
BACKGROUND OF THE STUDY
This research work deals with the effort of personal selling on the marketing of industrial product . Those industrial firm and institution that have recognized the usefulness of promotion public relation, and publicity, they end up sending more money in those other promotion with out achieving their corporate objectives.
Personal selling unlike other promotional tools communicates information about companies product to the prospects inter personals basis. The communication of information about company product to the prospects by the others promo tools are done on impersonal basis (Nebo Olwudili (2009:9)
in industrial marketing there is no other promo tools that brings the firms and prospective buyers into divided content the only promo tool that makes this possible is personal selling personal selling therefore, is of greater significance for marketers of industrial goods than that for consumer goods.
It is another promo tools used for the achievement of marketing attention and spontaneous purchases. Obiesike (2003:157) defined personal selling as oral presentation in a conversation with one or more prospect purchases.
1.2 STATEMENT OF THE PROBLEM
Despite the popularly acclaimed benefit of personal selling , industrial firm still seem to have it as the least choice in their scheme of things for promotion that will speed of the growth of the business
The cost of personal selling is too high for industrial firm to shoulder therefore they baulk at it
sale men of industrial firms are during in the discharge of personal selling growth
the industrial firm have low turn over therefore they cannot afford the cost personal selling despite its necessity
both the public and the firm see it as on awkward means of promotional and marketing growth
The target market of industrial product is not as target market for consumer product.
1.3 OBJECTIVE OF THE STUDY
The purpose of this study is to examine the following
The effect of personal selling and marketing growth in the marketing of industrial product
The benefit of personal selling to
The product company
The user
To marketing growth
The problem of sales man in personal selling activities
The contribution of personal selling to
Total sales
Total net profit
1.4 RESEARCH QUESTION
Does personal selling contribute to marketing growth of industrial product
Are salesman adequately remunerated to embark on aggressive personal selling for the industrial firm?
Does high cost of personal selling constrains the choice of those promotional tools
How is personal selling benefit to the marketing of industrial product
Does personal selling achieve the company’s marketing objective?
1.5 STATEMENT HYPOTHESIS
HYPOTHESIS 11
HO: salesmen all not contribute to research sales volume
2 BHYPOTHEIS II
Ho: sales men are not adequately remmerated for personal selling expediencies
HYPOTHESIS 111
HO: high cost of personal selling does not constrain its chouse for promotion excise
1.6 SIGNIFICANCE OF THE STUDY
This research work is significant and beneficial to:
Industrial firm that are yet to discover the benefit of personal selling in marketing growth .
Any researcher wishing to discover the rational for adoption of personal selling in marketing growth.
this study will also clarity and inform the yet to embrace personal selling manufacturer on the need to adopt it as one of the strongest weapon of promotional tools they study through its finding and recommendation will enable the case study company to solve its problem of using personal selling as promotional tool when it is awkward to do so and when it is suitable to do so as well.
Although the target market of the industrial product are fewer, but this study will help any interested manufacture of industrial selling as promotional tool reducing customer perceived risk on product , it still seem to be neglected in the filed of marketing programmed it has been remarkable , how relatively little attention. Personal selling in industrial marketing has received in the professional intercourse and in academic research.
However, existing knowledge is limited concerning how effective personal selling is used achieving marketing growth. This research work is focused on the effect of marketing growth by personal selling especially by first aluminum extrusion company plc and the industrial customer and prospect.
1.7 SCOPE OF THE STUDY
This research work is limited to an extent due to some limiting factors that stand as constraints in cause of the research work.
The minor factor unites the inability of the respondents to respond accurately to the researcher’s questionnaire the management was afraid of disposing some of their market trends and other relevant information concerning their business opportunities (secrecy) function constants and time factor. All these limit the research work comprehensively besides unavailability of journals and other important research materials with the polytechnic library created some to the researcher the constraint not withstanding the researcher statues to accomplish this project work
1.8 LIMITATION OF THE STUDY
One major set-back in the research work time there was not enough time to give this work the through research it deserves.
Limitation in question as Laos problem since respondents truthfulness in answering question was not adultery guaranteed. Therefore, the work was limited to the answers. Gotten from the respondents. Frequently. Researching to the top level manager and then unwillingness, when interview to disclose some ritual information they considered confidential to the research on the strategic marketing planning methods used by the organization.
1.9 DEFINITION OF TERM
INDUSTRIAL PRODUCT: These are those product brought by individual and organization for further processing or for use in conducing a business.
PERSONAL SELLING: This is that aspect of the total promo tool which makes possible the occurrences of direct personal communication between the organization and its prospective buyer for the purpose of faciliting exchange.
CONSUMER PRODUCT: consumer products are those good and service used by the ultimate consumer for satisfying his personal and non business needs such product could be tangible or intangible durable and non durable products.
SALES PROMOTION: this can be defined as the use of short term inducement of value offered to stimulate interest in buying a good or service.
PUBLIC RELATION: it is a too that established in enduring relationship between the organization whether company private or public association institution or government department or whole range of public stockholders customers employers. Etc.
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