1. What were Thaldorf’s major strengths and weaknesses as a representative of Medicquip?

Strength:
Thaldorf is a technically oriented person and understands the CT scanner he is selling very well. Because of his knowledge in the technicality of the equipment, he is able to present and impress clients who are particularly interested in the technical ability of the equipment. This is evident from his interaction with Professor Steinborn who is clearly impressed by the specifications of the CT scanner.
Thaldorf is also detail oriented. Based on his detailed record between May 5 to December 18, he showed that he was observant in every meeting and that he was aware of his clients’ reaction to his sales pitch. The ability to read and cater to his client is a key skill for any salesperson.

Weakness:
Thaldorf could have been more proactive throughout the process. Since his initial meeting with Dr. Ruffer on May 15, Thaldorf had already sensed that the doctor was not impressed by his product. Clearly, Mediquip’s more technologically advanced system was not Dr. Ruffer’s priority. Thaldorf had failed to convince the doctor and never found a new way to impress him.
Upon learning about other competitors’ bid for the equipment, Thaldorf had not taken the initiative to explain in detail why Mediquip’s system is superior when Mr. Hartmann expressed confusion over the different bids.
Since bidding in the public sector is a complicated process that involved different groups of people, Thaldorf’s inability to convince two out of the three decision makers could be the deterring factor in the hospital’s final decision.

2. Identify each member of Lohman Hospital’s DMU and describe the role, needs, concerns, power positions and motivations of each DMU member

Professor Steinborn is the head of radiology department at Lohmann hospital. As a specialist, he is