CHAPTER ONE
1.1 INTRODUCTION
Personal selling takes
the form of oral presentation in a conversation with one or more prospective
purchase with the purpose of making sales, one of the purposes of personal
selling in informing and satisfying consumers of the product into contract face
to face and make sure that transfer of ownership takes places.
We have two types of market, the
consumer market and the industrial market but we should be focusing on consumer
market which comprises of the producers, resellers and government. Industrial
is faced with challenges so it is advisable that the management of the
industrial sector use personal selling than any other promotional mix which are
advertizing, sales promotion and publicity.
The researchers is to establish why
personal selling as the most effective promotional mix or tool to be used for
marketing industrial product or goods.
Personal selling is when company uses
sales persons to build a relationship and engage customers to determine their
needs. Personal selling offer entrepreneurs both advantages and disadvantages
in comparison with the other elements of the promotion mix. On the positive
side, personal selling allows the sales person to target the message
specifically to the audience and receive immediate feedback. In this way, it is
more precise than other forms of promotion and often has a greater persuasive
impact. Sales person may learn about competitors products for example or about
emerging customers needs that may leads to the development of a new product,
personal selling may help a small business build loyal, long-term relationship
with customers.
1.2 STATEMENT OF STUDY
This is where the
problem relating to the study would be presented. The statement of the problems
relating to this study is as follows.
TIME CONSUMING: The
time used in collecting data, for example movement from one place to another is
overwhelming.
CAPITAL INTENSIVE: The
money spent is huge, looking at it from all perspective such as materials to be
used e.t.c.
LACK OF RELIABLE
INFORMATION: There are various information
needed for the research not these information could be termed confidential or
secret discouraging those who are not staff to stay back indirectly presenting
non-staff.
1.3 AIM AND OBJECTIVE OF THE STUDY
The aim of the study is
to ascertain or take note of contribution of personal selling as a tool for
marketing on industrial product. It also create a way or avenue for which
salesman or woman can be able to tackle the problems relating to personal
selling and its environment and also to come in close contact with prospective
buyer with the main purpose of selling process and lastly creating awareness
about the product.
The objectives of the study are to
create the buyers and sellers relationship and training the salesman on how to
relate to their potential and actual customers. The aim and objectives is
directed toward selling the problems encountered in personal sellings.
The aim of this research work is to
identify knowledge gaps and provide appropriate background material for a
proposed full-scale study of the relevance of marketing in organizations.
The research objectives for the field
component of a proposed larger study are:
i.
Examine the importance
of marketing research and planning.
ii.
Discuss the role of
marketing mix in the fulfillment of organization’s mission and vision.
iii.
Identify the role
market agents in the marketing systems.
iv.
Identify good practice
which can contribute to improve relating systems.
v.
Identify the barriers
to effective marketing in Nigeria.
vi.
Make recommendations,
for improving marketing system in Nigeria.
1.4 SIGNIFICANCE OF PROBLEMS OF THE STUDY
At the end of this
study my wish and hope is that it should be great benefit to sales management
of the industrial goods or product and be a great importance to the writer,
organization or industrial and to the people of large. To the management of
industry, it is going to be great success in a situation or dissatisfaction
towards the management policy which are connected to each department
performance.
To the writer, student and future
researcher it is hoped that this work will be valuable asset which at anytime
they can refer to in future time such as the major work of personal selling is
to convince the potential customers through persuasion, interaction to develop
a positive for its product in preference of other competing one personal
selling’s.
1.5 SCOPE OF THE STUDY
In this work, selling activities in
respect industrial product example are material which are used for the
production of other products are looked or verified, industrial sales fore in
relation to the effect of promotional tool used in this study which is personal
selling. Industry which deals industrial product is within coverage of this
study.
1.6 LIMITATION AND CONSTRAINTS OF THE STUDY
The capital intensive
of this study is very huge encouraging due to the fact that the aim and
objective are been set and looked upon.
Access to data is not easy, such as
data’s collected through questionnaire may be from the public but all the
answers given are not understandable or straight forward to the level that it
will be useful and this cause will be unenlightened and uncivilized way of
people.
The time used during this study is just
alright and considerable due to the fact that there are good communication
network and transportation.