SCENARIO 14-2 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.
-Refer to Scenario 14-2.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 the best ways to overcome resistance when introducing a new and challenging idea. By bringing in a local marketing expert to explain the changing demographics of the area, the sales personnel can better understand how their traditional business model may need to adapt to serve the needs of home gardeners. This will help to educate them about the changes in the business environment and help them to see the value in this new opportunity.

SCENARIO 14-2 Johnson Farm Products Is Expanding Its Traditional Business