Three of the following describe merits of personal selling, and one d…

The correct answer is Option (4) → The overall cost gets spread over numerous communication links, so the per-unit cost of reach comes low.

Option (1) The wastage of efforts can be minimised, as the company can decide the target customers before making any contact with them. — A merit of personal selling. This is the merit of minimum wastage. The company picks its target customers before it contacts them, so little effort is wasted.

Option (2) The sales presentation can be adjusted to fit the specific needs of the individual customers. — A merit of personal selling. This is flexibility. The salesperson can change the talk to suit each customer.

Option (3) A direct feedback can be taken from the customer, and the presentation can be adapted to the needs of the prospects. — A merit of personal selling. This is direct feedback. In a face-to-face talk the seller sees the buyer’s reaction at once and can change the presentation.

Option (4) The overall cost gets spread over numerous communication links, so the per-unit cost of reach comes low. — Not a merit of personal selling. This is the economy merit of advertising. Advertising reaches a very large number of people. So its total cost is shared by many contacts, and the cost of reaching each person is low.