Which of the following describes personal selling?

• A. Indirect contact with customers
• B. Mass media advertising
• C. Direct contact with customers
• D. Market segmentation

Answer: (C)

Personal selling is best described as direct contact with customers. This method involves a salesperson actively engaging with potential buyers through face-to-face interactions, phone calls, or video conferences, allowing for personalized communication. This direct approach helps build relationships, address individual customer needs, and provide tailored solutions, making it effective in understanding and responding to customer preferences effectively.

In contrast, indirect contact with customers, mass media advertising, and market segmentation involve different marketing strategies that do not focus on one-on-one interactions. Indirect contact lacks the personal touch of direct engagement, while mass media advertising is a broader approach utilizing television, radio, and print to reach a large audience without individual interaction. Market segmentation categorizes customers into groups based on shared characteristics, which guides marketing strategies but does not entail the direct dialogue that defines personal selling.