ENTREPRENEURIAL MARKETING STRATEGIES AND SALES PERFORMANCE OF TELECOMMUNICATION FIRMS IN PORT HARCOURT
Keywords:Entrepreneurial Marketing Strategies, Innovativeness, Risk-taking & Sales Performance.
The population of the research consisted of 8 telecommunication enterprises in Port Harcourt that were obtained from an NCC report. The study examined the association between entrepreneurial marketing strategies and sales performance in telecommunication firms in Port Harcourt. The population of the unit is made up of forty (40) managers (sales managers, business development managers, marketing managers and procurement managers). The questionnaire was sent out in a frame of four (4) copies per business in order to gather data for the research. The questionnaire was delivered in a total of forty (40) copies. Statistical Package for Social Sciences (SPSS) version 23 was used to calculate the instrument's dependability, which was found to be 0.78 points greater than the industry standard of 0.7. Descriptive and inferential statistics were used to examine the data that were gathered for this research. The numerous hypotheses that had been generated were tested using the Spearman Rank Order Correlation Method. According to the investigation, innovativeness and sales success had a favorable and substantial link. Once again, the research study found a good and substantial association between taking risks and sales effectiveness. According to the study's findings, creative and risk-taking entrepreneurial marketing methods may boost the sales performance of telecommunications companies in Port Harcourt. The research makes the following recommendations in light of its findings and conclusions: businesses in the telecommunications industry should constantly develop new goods and services that will appeal to customers, and they should also have a greater degree of risk perception. They need to take measured, sensible, and calculated risks.