PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL

PERSONAL SELLING IN THE MARKETING OF INDUSTRIAL PRODUCTS

TABLE OF CONTENTS

Title Page

Approval Page

Dedication

Acknowledgment

Table of Contents

Abstract

CHAPTER ONE: INTRODUCTION

Background of the Study
Statement of the Problem
Objective of the Study
The Research hypothesis
Significance of the Study
Scope of the Study
Definition of the Terms

CHAPTER TWO: LITERATURE REVIEW

Overview of Marketing
Overview of Personal selling
Personal selling Process
Importance of Personal Selling
Characteristic of professional Industrial Sales persons
Classification of Industrial products
Personal Selling Objective
Selection and Training of Salesman
Salesman Compensation
Evaluation of Salesman
Problems Involved in Personal Selling.

CHAPTER THREE: RESEARCH METHODOLOGY

Sources of Data
Population of the Study
Sample Size Determination
Research instrument Used
Questionnaire Allocation and Administration
Validation of Research Instruments
Limitation of the Study
Method of Data Analysis

CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA

Data presentation Analysis and Interpretation
Interpretation
Test of Hypothesis

CHAPTER FIVE: SUMMARY OF FINDING, RECOMMENDATIONS AND CONCLUSION.

Summary of Findings
Recommendations
Conclusion

Bibliography

Appendix.

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

Udeagha (199, 227) defined personal selling as a process of conversing the sale of a company’s products or service by sales man or woman, it is a dynamic process involving direct contact between the seller of a product or service and the prospective buyers through oral or face to face or telephone discussion or written mail exchange of ideas through opinion.

Discussing the importance of selling Adirika (1993) defined selling as the process of inducing a prospective customer to act favourably on an idea advantage to the buyer and commercial significant to the seller.

Every marketing manager ought to have sales persons beside him that have a through knowledge of what personal selling is all about in order to bring about a good level of profit to the company. The increasing prominent of identifying them as the focus of a firm’s assistance has made it imperative for marketing organization to go for more sales persons.

Personal selling are a branch of marketing that is also broad which is expedient for continued existence of every marketing company.

Most marketing organization today does not take into consideration the impact of personal selling; it has to do with person-to-person communication of which an immediate feedback is provided to the audience. To achieve and gain more customers personal selling needs to be strategically planned to be effective in today highly competitive market place. The tactics implementation of the selling strategy takes place in a process according to Adirika (1998 : 19).

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