How does the type of customer affect the promotional mix?

• A. All customers are served identically with the same mix.
• B. Industrial customers require only mass advertising.
• C. Personal consumers may require advertising and sales promotions, while industrial customers may need personal selling.
• D. Personal selling is never used for any customer group.

Answer: (C)

The type of customer shapes the promotional mix because different buyers have different decision processes and information needs. Personal consumers respond well to broad, attention-getting messages that build awareness and stimulate trial, so advertising and sales promotions are often the focus for consumer markets. Industrial (business) buyers deal with more complex, high-value purchases, longer decision cycles, and a need for detailed, tailored information; this makes personal selling—the direct, two-way communication that allows reps to discuss specifications, negotiate terms, and build relationships—especially important. So combining advertising and promotions for consumers with personal selling for industrial customers best fits how each group makes decisions. The other statements wrongly assume everyone is approached the same, overstate mass advertising for industrial buyers, or ignore the role of personal selling.