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Case
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Reference no. IMD-5-0395
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 25.05.2023
Revision date: 6-Jun-2023
Length: 10 pages
Data source: Field research
Topics: Corporate buying; Industrial selling
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Abstract

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.
Location:
Germany
Industry:
Medical diagnostic equipment
Teaching note
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Reference no. IMD-5-0395-T
Subject category: Marketing
Authors: Christopher H Lovelock (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 28.03.2003
Length: 13 pages
Data source: Field research
View full details
Case
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Reference no. IMD-5-0395-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2018
Version: 03.05.2018
Length: 9 pages
Data source: Field research
Topics: Corporate buying; Industrial selling
View full details

About

Abstract

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.

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Location:
Germany
Industry:
Medical diagnostic equipment

Related

Teaching note
-
Reference no. IMD-5-0395-T
Subject category: Marketing
Authors: Christopher H Lovelock (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1998
Version: 28.03.2003
Length: 13 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0395-ES
Spanish language
Subject category: Marketing
Authors: Kamran Kashani (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2018
Version: 03.05.2018
Length: 9 pages
Data source: Field research
Topics: Corporate buying; Industrial selling
View full details
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