Frances, an Executive with GMO Seed & Feed, Inc

question 32

Essay

Frances, an executive with GMO Seed & Feed, Inc., has to decide whether to market a product that could offer substantial benefits but might also have potentially serious side effects for a small percentage of users. Using the different ethical philosophies discussed, analyze the decision.

---

Definitions:

Order-Takers

Individuals or employees within a company responsible for taking orders from customers but not actively involved in sales solicitation.

Advantages

In the FAB sales approach, general statements about what the features do; they may or may not be connected to an expressed or actual customer need.

Expressed Need

A requirement or desire that has been clearly stated or communicated by individuals or groups.

Actual Need

The genuine requirement or necessity for a product or service based on a customer's specific situation or problem.