Outline circumstances under which a company would use personal selling to market its product.

1. High-value or complex products: Personal selling is often used for products that are high in value or complexity, as it allows sales representatives to provide detailed information and address any concerns or questions that potential customers may have.

2. Customized products: Personal selling is effective for selling customized products, as sales representatives can work closely with customers to understand their specific needs and preferences, and tailor the product to meet those requirements.

3. Relationship building: Personal selling is a great way to build relationships with customers, as sales representatives can provide personalized attention and follow-up support, leading to increased customer loyalty and repeat business.

4. Targeted marketing: Personal selling allows companies to target specific customer segments or industries, as sales representatives can focus their efforts on reaching out to potential customers who are most likely to be interested in the product.

5. Competitive advantage: Personal selling can provide a competitive advantage for companies, as it allows them to differentiate themselves from competitors by offering a more personalized and interactive sales experience.

6. New product launches: Personal selling is often used for new product launches, as sales representatives can educate customers about the benefits and features of the product, and address any concerns or objections that may arise.

7. Complex sales process: Personal selling is effective for products that have a long and complex sales process, as sales representatives can guide customers through each stage of the process and provide the necessary support and information to help them make a purchase decision.

Circumstances When Personal Selling is Suitable:

1. High-Involvement Products:
- Products that require complex explanations or demonstrations, such as industrial machinery or medical equipment.
- Customers need personalized advice and guidance to make informed decisions.

2. Long Sales Cycles:
- Products that require extensive negotiation, customization, or technical support.
- Personal selling allows for ongoing relationships and tailored solutions.

3. Limited Distribution:
- Products available only through select retailers or distributors.
- Personal selling helps reach specific target customers and overcome distribution barriers.

4. Relationship Building:
- When establishing and maintaining strong customer relationships is crucial.
- Personal selling fosters trust, provides personalized service, and builds loyalty.

5. Complex Pricing or Customization:
- Products with intricate pricing structures or highly customizable features.
- Salespeople can explain pricing models, offer discounts, and adapt products to meet specific customer needs.

6. Technical Expertise Required:
- Products that require technical knowledge or specialized training to use.
- Salespeople can provide expert guidance, demonstrations, and support.

7. Niche Markets:
- Products targeting specific or small market segments.
- Personal selling allows for targeted outreach and tailored messaging.

8. After-Sales Support:
- Products requiring ongoing support or maintenance.
- Salespeople can provide training, troubleshooting, and ensure customer satisfaction.

9. Competitive Advantage:
- When competitors use alternative marketing channels.
- Personal selling differentiates a company by providing personalized interactions and value-added services.

10. High-Value Transactions:
- Products with significant financial implications or a long-term impact on customers.
- Personal selling ensures thorough engagement, reduces risk, and increases customer confidence.