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Hewlett Packard

How are selling instruments (HP's traditional business) different from selling computer systems?
The test and measurement business (instruments – HP's traditional business) provides standard and customized solutions. In 1999, HP spun off its traditional business and incorporated Agilent. It sells its products through direct sales, distributors, resellers, manufacturer's representatives, telesales, and electronic commerce (Yahoo Finance 2005). While some instruments are seen as commodities it is important to distinguish your products against competitors. You must detail and communicate the important ways your offering differs from your competitors. HP offers related services around their instruments, but in the start they primarily marketed their products on the basis of technological features and acted as a product vendor. Today, instruments and measurements systems are not that different. You measure what you measure and that is it. There are standard ways to measure different......


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Approximate Word Count: 3804
Approximate Pages: 16 (250 words per double-spaced page)

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