When there are a large number of potential customers scattered over a sizable geographic area, a marketer is likely to use personal selling as the key element in the promotional mix.

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When potential customers are widely dispersed, marketers are more likely to use mass media or digital marketing methods to reach their audience efficiently, as personal selling would be too costly and time-consuming for such a broad area. Personal selling is more commonly used for high-value, complex products or when targeting a more concentrated customer base.

When There Are a Large Number of Potential Customers Scattered