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MKTG 301 Week 6 Case Analysis

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Marketing Management

Watch the following YouTube video, then read the case: https://www.youtube.com/watch?v=rePnYdjfHaE

Case- Thompson Engineering

Tyler Houston sells for Thompson Engineering. He has been calling on Hudson Distributors for close to two years. Over the course of 15 calls, he has sold nothing to date. During an early call. Houston had Hudson’s engineers in to look over and test the quality of his products. The tests and the engineer’s responses were positive. He thinks that he is extremely close to getting an order. Houston knows that Hudson is happy with its present supplier. but he is aware that they have received some late deliveries. Tom Harris, Hudson’s senior buyer, has given every indication that he likes Houston’s products and Houston.

Current Situation

During Houston’s most recent call, Harris told him that he’d need a couple of weeks to go over Houston’s proposal. Harris really didn’t have any major objections during the presentation. Houston knows his price, quality, and services are equal to or exceed Hudson’s present supplier.

Questions

1. Harris told Houston that he needed a couple of weeks to think about his proposal. How should Houston handle this?

2. What techniques should Houston have used to overcome the forestalling tactic?

3. How hard should Houston press to get Harris to act now?

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