The Effectiveness Of Personal Selling Strategies In Marketing Of Capital Goods Case Study Of Anamco Ltd Enugu

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 ONE

INTRODUCTION

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