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TITLE PAGE

PERSONAL SELLING AS AN EFFECTIVE PROMOTIONAL TOOL IN MARKETING OF INDUSTRIAL GOODS

BY

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EE/H2013/01430
DEPARTMENT OF ----
SCHOOL OF ---
INSTITUTE OF ---

DECEMBER,2018

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APPROVAL PAGE

This is to certify that the research work, "personal selling as an effective promotional tool in marketing of industrial goods" by ---, Reg. No. EE/H2007/01430 submitted in partial fulfillment of the requirement award of a Higher National Diploma on --- has been approved.

By
---                                                     . ---
Supervisor                                                  Head of Department.
Signature……………….                           Signature……………….        

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External Invigilator

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DEDICATION
This project is dedicated to Almighty God for his protection, kindness, strength over my life throughout the period and also to my --- for his financial support and moral care towards me.Also to my mentor --- for her academic advice she often gives to me. May Almighty God shield them from the peril of this world and bless their entire endeavour Amen.

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ACKNOWLEDGEMENT

The successful completion of this project work could not have been a reality without the encouragement of my --- and other people. My immensely appreciation goes to my humble and able supervisor mr. --- for his kindness in supervising this project.
My warmest gratitude goes to my parents for their moral, spiritual and financial support throughout my study in this institution.
My appreciation goes to some of my lecturers among whom are Mr. ---, and Dr. ---. I also recognize the support of some of the staff of --- among whom are: The General Manager, Deputy General manager, the internal Auditor Mr. --- and the ---. Finally, my appreciation goes to my elder sister ---, my lovely friends mercy ---, ---, --- and many others who were quite helpful.

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PROJECT DESCRIPTION: This work "personal selling as an effective promotional tool in marketing of industrial goods" research material is a complete and well researched project material strictly for academic purposes, which has been approved by different Lecturers from different higher institutions. We made Preliminary pages, Abstract and Chapter one of "personal selling as an effective promotional tool in marketing of industrial goods" visible for everyone, then the complete material on "personal selling as an effective promotional tool in marketing of industrial goods" is to be ordered for. Happy viewing!!!

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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

• Background of the study                                  1
• Introduction                                                     1
• Statement of problems of study                               4
• Aims and objective of study                             5
• Significance of the study                                  6
• Scope of the study                                           6
• Limitation and constraints of the study           7

CHAPTER TWO

• Marketing definition and Explanation             11
• 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

• Research methodology                                     24
• Population of the study                                    24
• Sampling and sample size                                       24
• Research design                                               27
• Source of data collection                                  28
• Data collection method                                    29
• Data presentation and analysis techniques     30

CHAPTER FOUR

• Data presentation and analysis                               36
• Brief history of case study                                        36
• Presentation and analysis of data                    42
• Hypothesis testing                                           56
• Discussion of findings                                     58

CHAPTER FIVE

• Summary, conclusion and recommendation   63
• Summary conclusion                                       63
• Recommendation                                             64
• References                                                       65

References                                                       67

CHAPTER ONE

• 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

• 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.
• 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.

1.7                                      PROJECT WORK ORGANISATION
The work is organized as follows: chapter one discuses the introductory part of the work,   chapter two presents the literature review of the study,  chapter three describes the methods applied,  chapter four discusses the results of the work, chapter five summarizes the research outcomes and the recommendations.

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CHAPTER TWO: The chapter one of this work has been displayed above. The complete chapter two of "personal selling as an effective promotional tool in marketing of industrial goods" is also available. Order full work to download. Chapter two of "personal selling as an effective promotional tool in marketing of industrial goods" consists of the literature review. In this chapter all the related work on "personal selling as an effective promotional tool in marketing of industrial goods" was reviewed.

CHAPTER THREE: The complete chapter three of "personal selling as an effective promotional tool in marketing of industrial goods" is available. Order full work to download. Chapter three of "personal selling as an effective promotional tool in marketing of industrial goods" consists of the methodology. In this chapter all the method used in carrying out this work was discussed.

CHAPTER FOUR: The complete chapter four of "personal selling as an effective promotional tool in marketing of industrial goods" is available. Order full work to download. Chapter four of "personal selling as an effective promotional tool in marketing of industrial goods" consists of all the test conducted during the work and the result gotten after the whole work

CHAPTER FIVE: The complete chapter five of design and construction of a "personal selling as an effective promotional tool in marketing of industrial goods" is available. Order full work to download. Chapter five of "personal selling as an effective promotional tool in marketing of industrial goods" consist of conclusion, recommendation and references.

 

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