THE EFFECTIVENESS OF PERSONAL SELLING STRATEGFIES IN MARKETING OF CAPITAL GOODS
(CASE STUDY OF ANAMCO LTD ENUGU)
By
BOSAH NGOZI ONYINYE
Presented To
Department of
Marketing
PREFACE
This study of cusses on the effectiveness of personnel selling in the marketing of capital goods. It is necessitated by managerial uncertainty with regard to the cause of the aforementioned redirection in sales volumes and profitability in recent times. This managerial indecision created a room for its suspicion as to whether the sales force was effective or otherwise.
In other to find an appropriate solution to the prevailing predicaments, a pilot survey was carried out and its result was organized in a report.
Chapter one contains a general discussion of the marketing concept and personal selling as a promotional tool. It went further to state the problem to be studied and why this study was carried out, the scope and limitation of the study and finally and hypothesis and the definition of terms.
A number of past related literature examined by other studies as it relates to the effectiveness of personal selling in marketing of capital goods are highlighted in chapter two.
Chapter three deals with the design of the study, the methods used in collecting relevant data. It also deals with way the questionnaires were distributed and treatment of data.
The data got, from the research survey were analyzed and interpreted. Also similar question on both questionnaires were compared in chapter four.
Finally, the summary of findings, conclusion on the research and recommendation made by the researcher are all in the chapter five.
TABLE OF CONTENTS
TITLE PAGE
APPROVAL PAGE
DEDICATION
ACKNOWELDGEMENT
PREFACE
TABLE OF CONTENTS
CHAPTER ONEINTRODUCTION
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 TWOREVIEW 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 THREERESEARCH METHODOLOGY AND DESIGN
CHAPTER FOURPRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
CHAPTER FIVESUMMARY OF FINDING, RECOMMENDATION AND CONCLUSION
SUMAMRY OF FINDINGS
RECOMMENDATION
CONCLUSION
BIBLIOGRAPHY
