Michael is planning a promotional program for AirFam, a supplier of new energy-saving engines used in air conditioners. He needs to promote these engines to manufacturers of air conditioners.

What method is he most likely to use, considering it provides immediate feedback?

Additionally, what is the disadvantage of this method compared to advertising when reaching one customer?

Michael is most likely to use personal selling because it provides immediate feedback. The disadvantage is that it is more expensive than advertising to reach one customer.

Explanation:

Michael is likely to employ personal selling for promoting AirFam's new energy-saving engines to air conditioner manufacturers because it offers immediate feedback. Personal selling involves direct interaction with potential customers, allowing Michael to address their questions and concerns in real-time, tailor his pitch to their specific needs, and gather instant feedback on their level of interest and potential objections. However, personal selling typically requires more resources and is costlier than advertising to reach individual customers.

Despite its higher cost, personal selling enables Michael to build relationships, demonstrate product features, and negotiate deals directly with potential buyers, potentially leading to higher conversion rates and long-term customer loyalty in the industrial market.