THE EFFECT OF PERSONAL SELLING IN THE MARKETING PERFORMANCE PRODUCT (A CASE STUDY OF FIRST ALUMINIUM EXTRUSION COMPANY PLC RIVERS STATE).

CHAPTER ONE

1.0  INTRODUCTION

This chapter covers the introductory aspect of this project work. It discuses the effect of personal selling in the marketing performance of industrial product, the problems needed to be solved in the chapter to follow, the objectives of the study was also look into be able to solve the problem.

Every organization has an objective to achieve its objective, organization has to formulate and implement a policy from time to time on personal selling. Adherence to such policies will promote the interest of customers.

Personal selling has been tested and proved to be effective but very costly for a firm to adopt. In an ear where relationship marketing has become increasing understood and accepted as the contemporary approach to marketing theory and practice, so personal selling characterises the importance of strong relationship between vender and buyer.

Effectiveness of personal selling activities can be observed at various stages in the buying process of both the consumer and business-to-business markets.

• BACKGROUND OF THE STUDY

This research work deals with the effect of personal selling in the marketing performance of industrial product. Personal selling form part of the component of promotion. Other part of the promotion mix are advertising, packaging, public relation, and sales promotion. All the component of promotion help in their individual ways to communicate the vital attributes of the organizations offering with their prospects or customer or given reason why the potential buyer need to choose the firm’s product among completing brands.

No matter how well advertised a product may be no matter the amount of publicity that has been carried out on a particular product, and no matter the amount of money that has been pumped into the sales promotion, they only to inform the prospective buyers of the availability of the product. More (expect personal selling) can convert the firm’s product into cash. We should remember that exchange is a centre of marketing and that aspect of marketing that makes exchange to be possible is personal selling.

The role which personal selling play in an economy can be seen with the number of personnel engaged in one selling activities or the other of the approximately 33 percent of a nation’s work force that are involved in marketing as a gainful employment, 10 percent of a nation’s workforce is in sales job.

Any activity that employs as much as 10 percent of a nation’s workforce becomes very important and need to be studied. So far, it does not mean the personal selling is the most important of the promo tools.

The other aspect of the promo tools are as well important. But what the reader should know is that there is no other promo tool that brings the firm and prospective buyers into direct contact. The only promo tool that makes this possible is personal selling. It is only during the physical contact that prospects are made to be convined to accept value offer by the organization in exchange for a price sought by the firms. The important role which personal selling plays in the communication process cannot be over looked.

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