For a market with few customers, which promotional method is more suitable?

• A. Advertising and sales promotions
• B. Personal selling
• C. Public relations
• D. Direct mail

Answer: (B)

When the market has only a few customers, personal selling works best because it relies on direct, one-to-one interaction, allowing the salesperson to tailor the message, demonstrate benefits, answer questions, and negotiate terms. Each buyer often represents substantial value, so building trust and a strong relationship is crucial for closing and sustaining purchases. The interactive nature of personal selling gives immediate feedback, helps address specific needs, and accelerates decision-making, which is especially important when few customers must be cultivated and kept satisfied.

Advertising and sales promotions aim to reach many potential buyers at once, which is inefficient in a small market where most of the audience isn’t the target customer. Public relations builds awareness but offers less direct persuasion and control over messages for individual buyers. Direct mail can be targeted but still lacks the interactive dialogue and customization that a salesperson provides, making it less effective for converting a small number of high-value customers.