You are the manager of 3D Designs—a large imaging company that does graphics and web design work for companies. You and your only competitor are contemplating the purchase of a new 3-D imaging device. If only one of you acquires the device, that firm will earn profits of $20 million and the other firm will lose $9 million. Unfortunately, there is only one 3-D imaging device in the world, and additional devices will not be available for the foreseeable future. Recognizing this fact, an opportunistic salesperson for the company that makes this device calls you. She indicates that, for an additional up-front payment of $23 million (not included in the previous figures), her firm will deliver the device to your company’s premises tomorrow. Otherwise, she’ll call your competitor and offer it the same deal. Should you accept or decline her offer? Explain.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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You are the manager of 3D Designs—a large imaging company that does graphics and web design work for companies. You and your only competitor are contemplating the purchase of a new 3-D imaging device. If only one of you acquires the device, that firm will earn profits of $20 million and the other firm will lose $9 million. Unfortunately, there is only one 3-D imaging device in the world, and additional devices will not be available for the foreseeable future. Recognizing this fact, an opportunistic salesperson for the company that makes this device calls you. She indicates that, for an additional up-front payment of $23 million (not included in the previous figures), her firm will deliver the device to your company’s premises tomorrow. Otherwise, she’ll call your competitor and offer it the same deal. Should you accept or decline her offer? Explain.

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