CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
The marketing skill and promotion of small and medium scale enterprise are ones that are independently owned and controlled, require low capital, have a small number of employees, use basic technology, and are not dominating in their sector of activity. In terms of operations, tiny enterprises are small. Small businesses include those that participate in trade and commercial operations, as well as those that provide services and small-scale manufacturing.
Delicatessens, hairdressers, and convenience stores are examples of service or retail businesses, as are small grocery stores, bakeries, craftsmen (e.g., carpenters, electricians), extremely small-scale manufacturing, and Internet-related firms. Small businesses can be launched with very little money and with very little formality. Many small businesses are run by families and can be paired with full-time work. Small and medium-sized business promotion necessitates the use of vital marketing skills.
The marketing skill and promotion of small and medium scale enterprise
Because of the environment. The salesperson must persuade and raise awareness for the desired product in order to communicate with the buyer. The marketed product has the ability to meet the customer’s needs better than the competing brand on the market. Personal selling provides the advantage of speaking directly with potential customers about the product’s distinctive features, allowing the customer to inspect the product before purchasing to ensure that it meets his expectations.
As a result, personal selling is used to convey and sell these items and services to customers at an agreed-upon price and terms of sale. Personal selling is face-to-face conversation with the goal of persuading the buyer and demonstrating the product’s viability.
STATEMENT OF PROBLEM
Small business management and operations face a number of problems, including efficient marketing skills and promotion, which limits small business growth in Nigeria. Small businesses can be launched with very little money and with very little formality. Many small businesses are run by families and can be paired with full-time work. One of the issues is a lack of substantial capital to expand or capitalize on business prospects.
This has an impact on salespeople’s pay, as they may be less motivated to perform in the long run. The seamless and profitable functioning of small firms is sometimes hampered by a lack of managerial skills. Many small businesses fail due to a lack of planning abilities, communication skills, and salesmanship. Inappropriate decision-making
OBJECTIVES OF THE STUDY
To ascertain the influence of marketing expertise on the promotion of small and medium-sized businesses in the ilorin South local government region.
RESEARCH QUESTIONS
What are the characteristics of a good marketer?
What function does marketing expertise play in the promotion of small and medium businesses?
What role does marketing expertise play in the development of small and medium-sized businesses in the Ilorin South local government area?
SIGNIFICANCE OF THE STUDY
The study will assess the influence of marketing expertise in the development of small and medium-sized businesses in the Ilorin South local government region.
RESEARCH HYPOTHESIS
Ho In the Ilorin South local government region, marketing skill has a minor impact on the promotion of small and medium-sized businesses.
Hi In the Ilorin South local government region, marketing expertise has a significant impact on the promotion of small and medium business enterprises.
SCOPE OF THE STUDY
The study examines the role of marketing skills in the development of small and medium-sized businesses in the ilorin South local government region.
LIMITATION OF THE STUDY
The study was hampered by logistical and geographical obstacles.
DEFINITION OF TERMS
DEFINITION OF MARKETING
The process of fostering exchanges through products and services is defined as marketing. It entails carrying out and implementing plans from the conception of the product to the final sale of the product or service.
DEFINING SALESMANSHIP
Personal selling is a type of salesmanship that involves a direct face-to-face encounter between a seller and a consumer in order to facilitate the exchange of information necessary to make a purchasing decision.
SMALL BUSINESS DEFINED
Small scale enterprises are ones that are independently owned and controlled, require low capital, have a small number of employees, use basic technology, and are not dominating in their sector of activity.
DEFINITION OF PERSONAL SELLING
Personal selling is a type of salesmanship that involves a vendor and a buyer interacting face to face in order to complete a transaction.