Monsanto just came out with a new genetically-modified seed that it believes will increase crop yields. The seed has been modified to withstand drought, and it kills insects that frequently feed on it. This is important especially because insects have begun developing a tolerance for many of Monsanto's genetically-modified seeds already out on the market. Since these seeds are new to the market, Monsanto wants to engage in a major integrated marketing communications campaign. It knows that it will have to convince farmers about the advantages of its new seeds and invites some of their major customers to its laboratory to see how the seeds are created. The scientists inform the farmers during the visit about how the seeds will increase their crop yields. This is most likely an example of

Question

Quizplus · Accepted Answer

The visit by scientists from Monsanto to farmers to discuss the advantages of the new genetically-modified seeds is an example of personal selling. This is because the communication is done on a one-on-one basis which allows for the tailoring of the message to the individual needs and concerns of each farmer. The scientists are able to address specific questions or doubts the farmers may have about the new seeds and persuade them to try them out. This is a more effective method of communication than advertising, buzz marketing or sales promotion, which typically have a more general message that may not be as persuasive to individual farmers. Public relations may involve communication with various stakeholders, including the media, but this does not seem to be the case in this scenario.

Monsanto Just Came Out with a New Genetically-Modified Seed That