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AN EVALUATION OF THE CONTRIBUTION OF THE SALESMANSHIP TO MARKETING OF CONSUMER GOODS

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

The act of persuading customers to by either a product, service or idea would be very difficult if not for the act of salesmanship   Marketing can be defined as the managerial process involved in identifying, anticipating and satisfying customers’ requirements profitably. Survival of the fittest has become the order of things in the market. This is due to the variety of product and services. As a company increases in output, in finds it difficult to dispose of this product and thus the need for salesman arises. The needs for talented sales personnel who are vigorous, zealous and are very determine arise. The company that embraces such change is sure to March forward than those who remain insensitively to such change. Salesmanship has become a dynamic force in commercial and industrial economic e.g. we are to think both commercially and industrially then we must be able to sell one national output of raw materials goods and services continuously and at a rate of profit which will ensure meeting current commitments as demand increases.

Salesmanship is concerned with a conscious or unconscious use of persuasive power salesmanship is an effective way of persuading current potentials customers to buy with lasting satisfaction. It has taken a new dimension in our economy due to the increased business activities in the production and service sectors. Fundamental marketing orientation demands that every executives in an organization that offers something to consumers should be marketing oriented. This presupposes that every executive should ideally be a salesman, salesmanship has become a profession and sales people should be trained to operate as such. The changes in one business environment for the year coupled with the stiff competition facing organization have made selling the most progressive and marketing-oriented organization.   Telling how good your products are or getting an order is no longer the mark of good salesman in the market place for every product/service competing not at the same price, quality and daintier etc. The only advantage such a company may have on these competitions in the effective sales strategies and tactics.

Personal selling is an integral part of marketing and is one of the four elements of marketing of marketing that go to form the premix which is the component of marketing mix personal selling is particularly important why it meet special attention.   As productivity and technology shift to a higher gear, what it takes to succeed in sales is more complex and more than ever the need for human touch. This is because customer needs people/individual to explain to them and guide them in their choice among alternative products or services to

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