EFFECT OF PERSONAL SELLING ON MARKETING PERFORMANCE OF INDUSTRIAL PRODUCT
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EFFECT OF PERSONAL SELLING ON MARKETING PERFORMANCE OF INDUSTRIAL PRODUCT
Chapter one
1.0 Introduction
This study aims to assess the impact of personal selling on the marketing of industrial products, with a focus on the first aluminium firm ltd.
Background of the study
This research focuses on the impact of personal selling on the marketing of industrial products. Those industrial firms and institutions that recognise the value of promotion, public relations, and publicity wind up spending more money on those other promotions without accomplishing their corporate goals.
Personal selling, unlike other promotional techniques, provides information about a company’s product to prospects on an interpersonal level. Other promotional techniques communicate information about the company’s products to prospects in an impersonal manner (Nebo Olwudili, 2009:9).
There are no other promotional tools in industrial marketing that bring firms and prospective buyers into divided content. The only promotional tool that makes this possible is personal selling. As a result, personal selling is more important for marketers of industrial goods than marketers of consumer goods.
It is another promotional tactic used to attract marketing attention and make unexpected purchases. Obiesike (2003:157) described personal selling as an oral presentation in an interaction with one or more prospective buyers.
1.2 Statement of the Problem
Despite the widely praised benefits of personal selling, industrial firms appear to have it as the least choice in their scheme of things for marketing that will speed up the expansion of the business.
Personal selling is too expensive for industrial firms, therefore they avoid it.
Industrial firm salespeople are in the process of expanding their personal sales.
The industrial firm has limited turnover, thus they cannot afford the cost of personal marketing, despite its requirement.
Both the public and the firm perceive it as an inconvenient technique of promotional and marketing growth.
Industrial products do not have the same target market as consumer products.
1.3 PURPOSE OF THE STUDY
The goal of this study is to evaluate the following.
Personal selling and marketing growth’s impact on industrial product marketing
The advantages of personal selling to
The product company
The user
To marketing growth.
The challenge of a salesman in personal selling operations
The contribution of personal sales to
Total Sales
Total net profit.
1.4 RESEARCH QUESTION.
Does personal selling aid to marketing growth for industrial products?
Are salespeople appropriately compensated to engage in aggressive personal selling for the industrial firm?
Does the high expense of personal selling limit the choice of those promotional tools?
How can personal selling contribute to the marketing of industrial products?
Does personal selling meet the company’s marketing objectives?
1.5 Statement Hypothesis
Hypothesis 11
HO: salespeople do not contribute to research sales volume.
2. BHYPOTHEIS II.
Salesmen are not sufficiently remunerated for personal selling expediencies.
Hypothesis 111.
HO: The high expense of personal selling does not limit its capacity for promoting excise.
1.6 Significance of the Study
This research activity is important and valuable to:
Industrial firms that have yet to recognise the value of personal selling in marketing growth.
Any researcher interested in learning about the rationale for using personal selling to drive marketing growth.
This study will also clarify and inform the yet-to-be-embraced personal selling manufacturer on the importance of adopting it as one of the most powerful promotional tools they study.
Its findings and recommendations will allow the case study company to solve its problem of using personal selling as a promotional tool when it is awkward to do so and when it is appropriate to do so.
Although the target market for industrial products is small, this study will assist any interested manufacturer of industrial selling as a promotional tool reducing customer perceived risk on product,
it still appears to be neglected in the field of marketing programmes, which has been remarkable. Personal selling in industrial marketing has gained attention in both professional and academic settings.
However, available expertise on how to use personal selling effectively to achieve marketing growth is limited. This study focuses on the impact of marketing expansion through personal selling, namely by the first aluminium extrusion firm plc, on industrial customers and prospects.
1.7 SCOPE OF THE STUDY.
This study work is constrained to some extent by restricting variables that operate as limitations in the cause of the research work.
The minor component combines the respondents’ incapacity to respond accurately to the researcher’s questionnaire, the management’s fear of disclosing some of their market trends and other essential information about their business potential (secrecy), function constants, and the time factor.
All of these limit the study work fully, and the absence of journals and other vital research resources at the polytechnic library produced some constraints for the researcher, despite the researcher’s statues to complete this project work.
1.8 Limitations of the Study
One key setback in the study work was a lack of time to conduct thorough investigation.
Limitation in question as a Laos difficulty since respondents’ candour in answering the question did not guarantee adultery. As a result, the effort was confined to providing replies. Received from the responses.
Frequently. Researching to the top level management and then refusing, when interviewed, to divulge some routine information they considered confidential to the research on the organization’s strategic marketing planning procedures.
1.9 Definition of Term
INDUSTRIAL PRODUCTS: These are products brought by individuals or organisations for further processing or use in conducting a business.
PERSONAL SELLING: This part of the entire promotion tool allows for direct personal communication between the organisation and its prospective buyer in order to facilitate trade.
CONSUMER PRODUCTS: Consumer products are goods and services used by the final consumer to meet his personal and non-business needs. These products might be tangible or intangible, durable or non-durable.
SALES PROMOTION: This is described as the employment of a short-term incentive of value to pique interest in purchasing a product or service.
PUBLIC RELATION: It is a long-term relationship between an organisation, whether private or public, an association, an institution, a government department, or a group of public stockholders, customers, and employers. Etc.
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