CHAPTER ONE

• INTRODUCTION

According the L.A Rogers (1980) personal selling has become one of the vital promotional tools in marketing. He further buttressed the above proposition by stipulating that after all the theorists planners must have had their moment and the predicament associated must production finance and labour have been resolved their some one has go out and knock at some ones door and sell.

This is revelation is apparently acceptable  because a product can not be produced at Enugu and is not available in place like Lagos  where such product is highly needed.

This is significance behind the nation of sales contention that they should investigate into the needs of consumers as well as filling them with satisafction and maximize profit objectives. A critical analysis  of the above statement high lights the importance  of the effectiveness of personal selling on the marketing high grade but has not utility until it gets to the hands of prospect buyers and the most appropriate  route for passing products form manufacturing are to hands of potential buyers happens to be through personal selling.

Personal selling is dynamic flexible and volatile. Traditionally it is mainly associated with commercial transaction which has passed through distinct eras that are characterized as the eras of the early  traders exist in most ancient cities some of these earliest states based the primary portion of their economics on the trading with communities traders  typically have the ownership of the goods being immediate families. At times they perform their marketing functions like transportation and storage in addition selling obligations.

The American preddlers of the colorial ear enable them sell their goods to the then settlers most of these settler were immigrants who views their respective jobs as one of the available means of getting a fresh start in a new country professional selling started shortly after the world war. under this seen the economy switched  form the previous situation of sellers market to that of buyers market in which goods  were plentiful in supply. Due to the industrial revolution of the 17th century which encourage the birth of a number of new industries of  which  cosmetic industries were among.

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