MARKETING SKILL AND PROMOTION OF SMALL AND MEDIUM SCALE ENTERPRISE IN ILORIN SOUTH LOCAL GOVERNMENT AREA
CHAPTER ONE
1.1 Background to the Study
Small scale businesses are those businesses which are independently owned and operated requiring limited capital with few employee and non-sophisticated technology and which is not dominant in its field of operation. Small businesses are small in operations. Types of small business include those engaged in trade and commercial activities, services, and small scale manufacturing .Examples include service or retail operations such as delicatessens, hairdressers or convenience stores, small grocery stores, bakeries tradespeople (e.g., carpenters, electricians), very small-scale manufacturing, and Internet-related businesses. Small business can be started with very minimal capital and without any formality .many small business are operated as family business and can be combined with regular employment. The promotion of small and medium scale enterprise requires essential marketing skills. Due to the nature of small and medium scale enterprise, Personal selling is an aspect of salesmanship, which involves person to person interaction between a seller and the buyer to effect exchange of facts for making buying decision.. The salesperson has to communicate to the buyer by persuading and creating awareness for the product to be desired. The product so advertised has all the potential to satisfy the need of the customer more than the competing brand in the market. Personal selling has the advantage of communicating personally with potential customer about the unique feature of the product which provides the customer the option to inspect the product before buying to meet his expectation for the product. It is through personal selling therefore that this products and services are communicate and sold to the customers at an agreed price and terms of sales. Personal selling is a face-to-face communication, which has the potential to convince the buyer and demonstrate the workability of the product. Personal selling enables marketers to make their presentation to fit the needs, wants, motives and behavior of individual customer. Personal selling is an effective tool used by organizations to receive the desired response from its customers and prospects. Effective personal selling includes effective communication, education of customers on product usage, problem solving stimulating and motivating and ultimately soliciting for favorable response. Most SMES must adopt personal selling as its number one promotional tool. due to its traditional nature and cost effectiveness. Håkan Håkansson & IMP Group. (1982).The research therefore seeks to investigate Marketing skill and promotion of small and medium scale enterprise in Ilorin South local government area
