THE EFFECTIVENESS OF PERSONAL SELLING STRATEGFIES IN MARKETING OF CAPITAL GOODS

CASE STUDY OF ANAMCO LTD ENUGU

PREFACE

This study of cusses on the effectiveness of personnel selling in the marketing of capital goods.  It is necessitated by managerial uncertainty with regard to the cause of the aforementioned redirection in sales volumes and profitability in recent times.  This managerial indecision created a room for its suspicion as to whether the sales force was effective or otherwise.

        In other to find an appropriate solution to the prevailing predicaments, a pilot survey was carried out and its result was organized in a report.

        Chapter one contains a general discussion of the marketing concept and personal selling as a promotional tool.  It went further to state the problem to be studied and why this study was carried out, the scope and limitation of the study and finally and hypothesis and the definition of terms.

        A number of past related literature examined by other studies as it relates to the effectiveness of personal selling in marketing of capital goods are highlighted in chapter two.

        Chapter three deals with the design of the study, the methods used in collecting relevant data.  It also deals with way the questionnaires were distributed and treatment of data.

        The data got, from the research survey were analyzed and interpreted.  Also similar question on both questionnaires were compared in chapter four.

        Finally, the summary of findings, conclusion on the research and recommendation made by the researcher are all in the chapter five.

TABLE OF CONTENTS

TITLE PAGE

APPROVAL PAGE

DEDICATION

ACKNOWELDGEMENT

PREFACE

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

STATEMENT OF THE PROBLEM

OBJECTIVES OF THE STUDY

FORMULATION OF HYPOTHESIS

SIGNIFICANCE OF THE STUDY

SCOPE OF THE STUDY

LIMITATION OF THE STUDY

DEFINITION OF TERMS

CHAPTER TWO

REVIEW OF RELATED LITERATURE

PERSONAL SELLING DEFINED

DEVELOPMENT AND ORIENTATION

PERSONAL SELLING PROCESS AND ITS APPLCIATION TO INDUSTRIAL SELLING

PERSONAL SELLING STRATEGIES IN MARKETING (OF CAPITAL GOODS)

IMPROTANCE OF PERSONAL SELLING RELATIONS TO OTHER PROMOTIONAL ACTIVITIES.

CHAPTER THREE

RESEARCH METHODOLOGY AND DESIGN

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

CHAPTER FIVE

SUMMARY OF FINDING, RECOMMENDATION AND CONCLUSION

SUMAMRY OF FINDINGS

RECOMMENDATION

CONCLUSION

BIBLIOGRAPHY

CHAPTER ONE

INTRODUCTION

1.1   BACKGROUND OF THE STUDY

According to L.A. Rogers (1980) personal selling has become one of the vital promotional tools in marketing.  He further buttresed the above proposition by stipulating that after all the theorists, planners must have had their moment and the predicaments associated with production, finance and labour have been resolved, then someone has to go out and knock at someone’s door and sell.

This revelation is apparently acceptable because a product cannot be produced at Enugu and is not available in place like Lagos where such product is highly needed.  This is the significance behind the notion of sales contention that, they should investigate into the needs of consumers as well as filling them with satisfaction and maximize profit objectives.

A critical analysis of the above statement highlights the importance of the effectiveness of personal selling on the marketing of capital goods.  A product may be of extremely high grade bu8t has no utility until it gets to the hands of prospective buyers, and the most appropriate route for passing products from manufacturing arena to the hands of potential buyers happens to be through personal selling.

Personal selling is dynamic, flexible and volatile.  Traditionally, it is mainly associated with commercial transactions which has passed through distinct eras that are characterized as, the eras of the early traders – the American peddlers and the era of the professional sales people.  The early traders exist in most ancient cities.  Some of these earliest states based the primary portion of their nomies on trading with other communities.  Trades typically have the ownership of the goods being sold, manufactured either by themselves or their immediate families.  At times, they