SCENARIO 14-4 Johnson Farm Products is expanding its traditional business with farmers to include home gardeners.The sales personnel who have had good long-term relationships with area farmers do not meet this change with enthusiasm.You know the change will be difficult if you cannot obtain their cooperation.
You have brought in a local marketing expert to explain demographics and the changing nature of the area in which you live.This is overcoming resistance through the use of

Question

Quizplus · Accepted Answer

Education and communication are being used to overcome resistance by bringing in a local marketing expert to explain the changing demographics and nature of the area. This approach will help the sales personnel to understand the need for the change and how it will benefit the company in the long run.

SCENARIO 14-4 Johnson Farm Products Is Expanding Its Traditional Business