Question

A company selling specialized industrial machinery that requires technical explanation and negotiation should primarily rely on:

Options

• Digital banner advertising

• Advertising through TV and radio

• Personal selling

• Mass print campaigns

Answer 1

Industrial or specialized markets are best served by personal selling, since it offers customized per-customer messages, high flexibility, and direct interaction needed for technical explanations. Advertising, with its standardized message for mass markets, cannot address such specialized requirements effectively.