Case Study

Mediquip S.A. (R)

9 pages
October 1991
Reference: IMD-5-0395

The case describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT-Scanner provides the background for analyzing the dynamics of the buying situation and the salesman’s handling of it. The issues raised are: Who are the cast of characters influencing the buying decision? What seems to motivate them? What sales strategy would be appropriate.

Corporate Buying, Industrial Selling, Marketing, Medical Diagnostic Equipment
Field Research
© 1998
Available Languages
English, Spanish
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