Personal selling is defined as which of the following?

Personal selling is best defined as an interpersonal communication process that uncovers and satisfies customer needs. This definition captures the essence of personal selling, which involves direct interaction between a salesperson and a customer. The primary goal of this interaction is to engage with the customer, listen to their needs, and provide tailored solutions that meet those specific needs. This element of communication is crucial because it emphasizes the importance of understanding the customer on an individual level, building relationships, and creating a personal connection, which is pivotal in effective sales.

In contrast, the other options present different concepts that do not accurately depict personal selling. Indirect marketing efforts, for example, focus on promoting brand awareness without the necessity of direct communication with potential customers. A scripted sales presentation delivered to a large audience describes a more impersonal approach, lacking the personalized interaction vital to personal selling. Lastly, retail customer service interactions involve service provision rather than the proactive process of uncovering and addressing customer needs systematically, which is the fundamental nature of personal selling.