Browsing by Author "Darkwa, Baffour Gyem"

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    Personal selling of industrial products in the Kumasi Metroplis: a case study of Mantrac Ghana Limitied
    (KNUST, 2011-06) Darkwa, Baffour Gyem
    Marketing of industrial products presents a unique challenge. The challenge is how to combine services with goods and provision of more tailored solutions to address customers’ business needs. Personal selling seems to offer the much needed strategy and solution to sell industrial products, on this basis the researcher studied the extent of dependence of personal selling on the sale of the products of Mantrac Ghana Limited, other key elements of the integrated marketing communication mix adopted by Mantrac Ghana and the challenges Mantrac Ghana encounters in adopting personal selling to sell its products. The study employed interviews and questionnaires administered to collect data from the staff and customers of Mantrac Ghana Limited. The findings of the study revealed that the company depends greatly on the personal selling of the sales of their products. The study found that compared to other marketing communications tools, the company commits about 40% of its marketing effort to personal selling. The company reliance on personal selling was attributed to the technical nature of the company’s products which depends on the technical advice to customers so that they would obtain an in-depth knowledge of the product’s functions in their operations. Apart from the personal selling, the study found sales promotion & merchandising and trade shows and exhibitions as the other marketing communication tools used by the Mantrac Ghana for the sale of its products. However, the challenge of the use of personal selling at Mantrac Ghana Limited is its expensive nature as it requires large investment and demand technical know-how on the part of the sales team. Since the company commits about 40% of its marketing effort to personal selling, management should explore other marketing communication tools that may possibly be less expensive and at the same time help in building caterpillar brand. Advertisement may be a likely alternative