THE EFFECT OF PERSONAL SELLING ON MARKETING PERFORMANCE OF INDUSTRIAL PRODUCT IN PORT HARCOURT (A CASE S STUDY OF FIRST ALUMINUM EXTRACTION COMPANY PLC PORT HARCOURT RIVER STATE)

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

  1. The cost of personal selling is too high for industrial firm to shoulder therefore they baulk at it
  1. sale men of industrial firms are during in the discharge of personal selling growth
  2. the industrial firm have low turn over therefore they cannot afford the cost personal selling despite its necessity
  3. both the public and the firm see it as on awkward means of promotional and marketing growth
  4. 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

  1. The effect of personal selling and marketing growth in the marketing of industrial product
  2. The benefit of personal selling to
  3. The product company
  4. The user
  • To marketing growth
  1. The problem of sales man in personal selling activities
  2. The contribution of personal selling to
  3. Total sales
  4. Total net profit

 

1.4 RESEARCH QUESTION

 

  1. Does personal selling contribute to marketing growth     of industrial product
  2. Are salesman adequately remunerated to embark on aggressive personal selling for the industrial firm?
  3. Does high cost of personal selling constrains the choice of those promotional tools
  4. How is personal selling benefit to the marketing of industrial product
  5. Does personal selling achieve the company’s marketing objective?

 

1.5 STATEMENT  HYPOTHESIS

  1. 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

  1. 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:

  1. Industrial firm that are yet to discover the benefit of personal selling in marketing growth   .
  2. 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.

CHAPTER TWO

 

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