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. Because 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 its 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

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The scenario describes a visit from Monsanto's scientists to invite major customers to their laboratory and inform them about the advantages of their new genetically modified seeds. This is a clear example of personal selling. The goal is to build relationships and communicate the benefits of the product directly to potential buyers, which is a basic feature of personal selling.

Monsanto Just Came Out with a New Genetically Modified Seed