ABSTRACT
The
project aim at knowing personal selling as a promotional tools in marketing of industrial
goods, which provide for detail information about all activities that is going
in industrial goods/ products, and also touch the parts of promotional
activities like sales promotion, public relation, advertising and publicity
which is useful to solve marketing problems. This project explains all process
involve in oil companies in order to make successful selling activities.
However, it also highlight the historical background of the case study which is” NIGERIA NATIONAL
PETROLEUM CORPORATION (NNPC)”that will enable the researcher to know much on
how personal selling serves as best promotional tool in marketing of INDUSTRIAL
GOODS to achieve their objectives, various research information by the
researcher that tries to described special features of the study which serve to
be realized while working to provide a complete knowledge of the topic.
TABLE OF CONTENT
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract vi
Table of contents vii
CHAPTER ONE
1.0
Background of the study 1
1.1
Introduction 1
1.2
Statement of problems of study 4
1.3
Aims and objective of study 5
1.4
Significance of the study 6
1.5
Scope of the study 6
1.6
Limitation and constraints of the study 7
CHAPTER TWO
2.0
Marketing definition and Explanation 11
2.1
Definition of Industrial Marketing 11
2.11. Industrial marketing 14
2.1.2 Nature and Scope of Industrial marketing 15
2.1.3 Distinction
between Industrial and Consumer Goods 16
2.2 Importance
of Personal selling to industrial marketing 18
2.3 Classification
of Industrial products 20
CHAPTER THREE
3.0
Research methodology 24
3.1
Population of the study 24
3.2
Sampling and sample size 24
3.3
Research design 27
3.4
Source of data collection 28
3.5
Data collection method 29
3.6
Data presentation and analysis
techniques 30
CHAPTER FOUR
4.0
Data presentation and analysis 36
4.1
Brief history of case study 36
4.2
Presentation and analysis of data 42
4.3
Hypothesis testing 56
4.4
Discussion of findings 58
CHAPTER FIVE
5.0
Summary, conclusion and recommendation 63
5.1
Summary conclusion 63
5.2
Recommendation 64
5.3
References 65
References 67
CHAPTER ONE
1.0 BACKGROUND OF THE STUDY
1.1 INTRODUCTION
Selling
is one of the oldest professions in the world. The people who do the selling go
by many names. Sales people, sales representatives, account s executives, sales
consultants, sales engineers, agents district managers, marketing
representatives, and account development reps, to name just a few.
The term salesperson covers a wide range
of positions form the clerk selling in a retail store to the engineering sales
person who consult with client companies. The term sales person covers a wide
range of steps. At one extreme, a sales person might be largely an order taker,
such as the department store sales person standing behind the counter. At the
other extreme are order getters, whose position demand the creative selling of
products and services ranging from appliances, industrial equipment, or
airplanes to insurance, advertising, or consulting services. Other sales person
for pharmaceutical company whole calls on doctors to educate them about the
company’s drug products and to urge them to prescribe these products to their
patients.
Therefore; personal selling is the
interpersonal arm of the promotion mix. Advertising consists of one-way
non-personal communication with target consumer groups. In contract, personal
selling involves two-way, personal communication between salespeople and
individual customers whether face to face, by telephone, through video
conferences, or by other means, personal selling can be more effective than
advertising in more complex selling situation. Salespeople can probe customers
to learn more about their problems. They can adjust the marketing offer to fit
the special needs of each customer and negotiate temrs of sales. They can build
long term personal relationships with key decision makers.
The role of personal selling varies form
company to company. Some firms have no sales people at all, for example,
companies that sell only through mail order catalos or companies that sell
through manufacturer’s reps, sales agents, or brokers. In most firms, however,
the sales forces plays major role. In companies that sell business products,
such good stuffs, the company’s sales people work directly with customers. In
fact, to may customers, sales people may be the only contact.
The sales force serves as a critical
link between a company and its customers in many cases, sales person serve both
masters the seller and the buyer. First, they represent the company to
customers. They find and develop new customers and communicate information
about the company products and services. They sell products by approaching
customers, presenting their products, answering objections, negotiating prices
and terms, and closing sales. In addition sales people provide services to
customers, carry out market research and intelligent work, and fill out sales
call reports.
A company’s move toward a stronger
market orientation, their sales forces are becoming more market focuses and
customer oriented. The old view was that sales people should worry about sales
and the company should worry about profit. However, the current view holds that
sales people should be concerned with more than just producing sales they also
must know how to produce customer satisfaction and company profit.
Beyond winning new customers and making
sales, hey must be able to help the company to create long term, profitable
relationships with customers.
1.2 STATEMENT
OF PROBLEM OF THE STUDY
The
problem of this research work is to find out the degree of effectiveness of
promotional tools particular personal selling in marketing of consumer goods.
(a case study of NNPC in Ilorin
metropolises]. This problem is concerned with effect of using personal selling
as a promotional tool in marketing of consumer goods. That is whether the cost
of maintaining the sales forces (promotional variables) justifies the benefits
demand by companies.
This problem involved the evaluation of
personal sales in the competitive homogenous marketing of consumer goods. this
project will explore these brotherly
questions concerned with the problems.
-
Is personal selling more effective than
other promotional tools?
-
What proportion of promotional budget
should be allocated to personal selling?
-
Does the cost of personal selling
justify its benefits?
-
Is personal selling really the most
effective promotional tools and should such effective be related with the
appointment of the promotional budget?
1.3
AIMS
AND OBJECTIVES OF THE STUDY
This
project set out the best procedure on the personal selling process and crystal
the concepts of personal selling as a promotional tool in the oil sector.
The
aims and objectives of this study was to prove that personal selling is more
effective than other promotional tools in the marketing of consumer goods,
This
includes the followings:
-
To guarantee flow of products in order
to avoid scarcity.
-
To determine the immediate and benefit
of personal selling
-
To investigate the appropriate of
personal selling in the most other promotional tools.
-
To ensure that transit by drives or
through poor storage
-
To improve sales at the particular
filling stations by introducing patronage.
-
To achieve proper monitoring and
security of distribution equipment e.g. pipeline, pumps and personal.
1.4
SIGNIFICANCE
OF THE STUDY
The
significance of this research work is that it will enable the researcher to
understand in full, what personal selling is all about and the various ways of
improving personal sales services by researching into their problems it will
also improve the practical application of personal selling concepts to the
industries, which is marketing firms and the research finding and
recommendations will enable them to see the real effects of personal selling
i.e. its worth spending all the money to maintain the promotional variables and
various ways of controlling the sales people manager and best ways of
motivating them necessarily.
On
the part of sales people manager, it will give them an idea of what is expected
of them and the various remuneration they should expected from the company.
1.5
SCOPE
OF THE STUDY
The theoretical scope of
the research work lover the various principles and concept of personal selling
activities.
The geographical scope of
this project deals with consumers/ customers of NNPC petrol filling station in Ilorin metropolises.
The industrial scope
implies specification of the industry of the study, therefore, this research
work deals with oil industries such as total Nigeria Plc, Texaco, Oando etc.
this research work focuses on NNPC Nigeria Limited in Ilorin only.
The time scope
is the periodic depth of research, therefore the periodic depth of this
research, cover five years that is between 2004 to 2009 in which the daturn for
five operational year of the case study (NNPC Nigeria Ltd).
1.6 LIMITATION
AND CONSTRAINTS
1.
The first limitation factor encountered
in this research work is time
limitation. As a result of this short semester. Period it has limited, this
research work to be able to find more information on the research work. the
time which as been scheduled for the project is one day out of five working
days and the rest days are for lectures
and weekend for write up with this, it make it difficult for me to gather more
information consigning the project.
2.
Financial
constraints: This is another hindrance to this
project work, it is difficult for the research to visit mere fuel marketing
firms which made the researcher to limit the scope to NNPC Nigeria Ltd in
Ilorin zone. Also in terms of publication of journals and questionnaire and my
parent has been the sources of findings, which make it easier for me to gather
the needed data and they give me emotional and physical support.
Respondent constraints: The
another hindrance together with the needed information in carryout this
research, organization/ company tag their file as top secret but after serious
of persuasion to the manager of NNPC at as a Dam in Ilorin Kwara state that all
the information will only keep as confidential to me alone and that it is meant
for educational purpose to facilitate my project writing, all these help me to
select this problem of respondent limitations.
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