Final answer:
The primary disadvantage of personal selling is its inability to communicate with a large number of customers simultaneously, as it involves direct one-on-one interactions. Technological advancements are also shaping business sizes, supporting both the expansion of small firms and the growth of large ones. Small businesses often rely on personal selling but must consider scalability as they grow. A. Lack of flexibility
Step-by-step explanation:
The question pertains to the primary disadvantage of personal selling as a marketing communications tool. Among the options provided, the most significant disadvantage is its ability to communicate with only a small number of customers simultaneously. This drawback stems from the nature of personal selling, which involves direct, one-on-one interactions between a sales representative and a customer. This method can be highly effective for building relationships and offering tailored solutions. However, it lacks the scalability of other marketing communication tools, such as social media advertising or mass email campaigns, which can reach a vast audience at once.
As technology evolves, the debate continues regarding whether new communication technologies will lead to larger or smaller firm sizes. Technological advancements might facilitate the expansion of small firms by allowing them to reach a broader market without significant increments in size. Conversely, the same technology could also enable the consolidation and growth of large firms by making it easier to manage global operations. This tension between the potentials to support both small and large firms is crucial for industry stakeholders to monitor.
For small businesses, like those structured as a sole proprietorship, reaching out to customers individually is often more feasible due to limited resources. However, the issue of scalability remains a concern, particularly as these businesses seek growth without accruing vulnerabilities, such as personal liability or difficulty in raising capital.