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Overall have more information and be better prepared, and most important more responsive to the customers concerns and needs.
Mediquip had believed that their price reflected a technological superiority. It looks like Mediquip had positioned it's product as a high-end product. Somehow Lohman University Hospital (LUH) didn't think so or may be the hospital did not need a high end product. It is quite obvious that LUH was not looking for a product which is ?'at least two years ahead of the most advanced competition.'' (quoted by Mediquip). Or the specs which Mediquip value as a superior technology may not be recognized as the same way by the customers...
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