THE EFFECTIVENESS OF PERSONAL SELLING STRATEGIES IN MARKETING OF CAPITAL GOODS CASE STUDY OF ANAMCO LTD ENUGU
TABLE OF CONTENTS
CHAPTER ONE
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
1.1Â Â 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 but 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.
