...Branding and marketing are important concepts for any business. This case study will explore the Cisco marketing case study in the Kotler and Keller, 2012 Marketing Management textbook. First off, the study will explore the differences between building a brand in a business to business context versus building a brand in a consumer market. Furthermore, the study will also explore if Cisco's plan to reach out to consumers is a viable one. First off, branding in a business to business application has some notable differences over the consumer market. Cisco had to utilize some ingenious methods of branding during the marketing of its routing and networking products. Cisco's original product line was made for sale to other businesses for use in the internet connectivity market. For Cisco to develop their brand, they had to develop a totally different approach than ones utilized in the consumer market. They had to specificity market their product to the companies who were operating data centers and server farms. In this type of industry, often good brands are developed by targeting specific types of consumers and in this case it was computer scientist and information technology experts. This can be accomplished in several ways. One method is essentially setting up sales meetings with potential information technology customers. Theses meetings can be utilized to get the brand name out there and possibly show off the superiority of the networking product. Additionally, targeted...
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...CISCO CASE STUDY QUESTION 1 How is building a brand in a business-to-business context different from doing so in the consumer market? ANSWER First of all we must describe what is meant by business-to-business. Business-to-business is a transaction that occurs between a company and another company, as opposed to a transaction involving a consumer (R wright, 2004). R .Wright further elaborates it as a term that may refer to a situation where one business makes a commercial transaction with another. This can happen through a business sourcing materials for their production processes or a business re-sells goods and services manufactured by other companies. Creating a strong brand that is able to set a business apart from other companies is always an important job. However for this to succeed knowing who the intended clients are, will assist the company in determining how to build their brand. According to Nick Kendall (2015), he describes a brand as a product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated. e.g.(sign, symbol, words or combination of these, employed in creating an image that identifies a product). Business-to business branding requires that the business be willing to accept the time to completely educate the professional buyers about the product, instead of mass marking and small advertisements. The reason to have professional buyers is because they are already well informed...
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...fafafafafaaaaaaaaaaaaaaaaaaaaaaCisco case study answers Cisco What is Business to Business and business to consumer? In B2B products and services are sold from one business to another while in B2C products and services are sold from a company to the final user. The negotiation process between the buyer and seller is more personal in business marketing; you build a product in a business-to-business context to obtain maximum profits after selling. While in the consumer market, the retailer sells the product to the market. The prices are different in both markets. Building a brand in a business-to-business context is different from doing so in the consumer market due to the nature of buyers In the B2B, buyers are normally another manufacturers While in the B2C, transactions occur between a company and consumers. Cisco has gained new competitors like IBM and Microsoft by entering in a new market. In order to compete against these competitors, Cisco uses the methods of both business to business and the consumer marketing. Currently, Cisco has been selling products to other businesses. B2B markets are generally small markets. Branding in B2B depends on the relationships of many different companies. This is visible in the case study when Cisco developed partnerships with Sony, Matsushita in order to co-brand its modems with Cisco logo to build brand value and recognition. Building a product in a business-to-business or consumer context has lots of differences because of different audience. Cisco launched...
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...MBA 5501-12K-2, Advance Marketing UNIT I CASE STUDY Question/Prompt: How is building a brand in a business-to-business context different from doing so in the consumer market? Building a brand is important to both business-to-business (B2B) and business-to-consumer (B2C) market. Many people think brand building, a marketing activity, is the same in both market, you are still marketing to people. The difference is the nature of the transaction. Buying a product for yourself and buying one for your company are very different process, very different emotional experience. In B2B market, the goal of any transaction is to help the company to stay profitable, competitive and successful (Murphy, 2008). When the purchase affects a company’s operation, the risk of a wrong decision is so high that they need to trust the brand even before they study the specification of the product. According to Overby (2014), a contributing writer of CMO.com, when she interviewed senior vice president of Newark Element14, what the prospects care about the most is that how well the seller understands their needs, their difficulties and how fast and how well this seller’s solution can solve. In other words, to gain trust, the seller has to show the prospects that they know their business, their needs, and their industry. All these only can be done in a long-term relationship building process and “after all, B2B purchaser are buying the supplier along with the product or service” (Donaldson & Rominger, 2009...
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...Building a brand in a business-to-business context is different from doing so in the consumer market due to the nature of buyers In the B2B, buyers are normally another manufacturers While in the B2C, transactions occur between a company and consumers. Cisco has gained new competitors like IBM and Microsoft by entering in a new market. In order to compete against these competitors, Cisco uses the methods of both business to business and the consumer marketing. Currently, Cisco has been selling products to other businesses. B2B markets are generally small markets. Branding in B2B depends on the relationships of many different companies. This is visible in the case study when Cisco developed partnerships with Sony, Matsushita in order to co-brand its modems with Cisco logo to build brand value and recognition. Building a product in a business-to-business or consumer context has lots of differences because of different audience. Cisco launched ad campaign on television to educate the consumers. Ad campaign revealed facts about the power of the internet and to ensure the consumers were receiving the education they needed. When Cisco targeted the business-to-business environment they target people like corporate executives and information technology representatives to sell their products to them. B2C market is product driven but B2B depends on relationships. With the acquisition of Linksys in 2003, Cisco entered into the consumer market. They started offering home entertainment...
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...How is building a brand in a business-to-business context different from doing so in the consumer market? Before answering this question, let me first define what Business to Business or B2B. Then I introduce what business to consumer or B2C in short form. Both B2B and B2C describe the nature and selling process of goods and services. While B2B products and services are sold from one business to another, B2C products and services are sold from a company to the final user. Any products or services exchanged in B2C mode can be considered a part of B2B. However, products which are transacted in the B2B market are never a part of B2C. An example will clear the difference between B2B and B2C. Personal Computer, for example, is a typical product of B2C. When a Cyber Café orders PC for a large quantity, the transaction is considered B2B transaction and as a result, the product is no longer B2C, but B2B. Building a brand in a business-to-business context is different from doing so in the consumer market because of the nature of buyers. In the B2B mode, buyers are normally another manufacturer, wholesaler or a retailer. While in the B2C market, transactions occur between a company and end users. By entering a new markets Cisco has gained new competitors such as IBM, Microsoft etc. In order to compete against these competitors Cisco uses the outstanding methods of both business to business and the consumer marketing. Initially, Cisco has been selling products to other businesses...
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...How Is Building a Brand in a Business-to-Business Context Different from Doing so in the Consumer Market? Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (2007) According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company will provide satisfaction and quality. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. In B2B branding, a focus will be made on making a strong connection with the client business in order to make their brand seen as the top choice and safe to do business with. In order to do this, the brand will be built around making strong and personal relationships with the customer to become the go-to source. Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional buyers about the brand. These professional buyers are used because they are well informed about the needs and goals of the purchase, and focus on purchasing a product that allows them to achieve higher revenues at a lower...
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...Executive summary According to assignment brief, I have to do a case study about intellectual property. So in this assignment, first I will through the definition of intellectual property to talk about what it is; after this I will discuss about what are the purpose why some countries have to protect its intellectual property; and then, I will through a recent litigation between Huawei and Cisco to show how important is the intellectual property for a companies. After that, I will analyses the current situation of intellectual property protection in China; and then, I will list some recommendations for China, in order to improve the intellectual property protection. At last, I will take my conclusion of the intellectual property protection. About intellectual Property “Intellectual property”, this term was first proposed by the French scholar Karp Niyazov in the mid-17th century; after that it develop by the famous Belgian jurist Picardy, and Picardy defined it as “the right of every intellectual activity”. Until after the “world intellectual property organization” convention in 1967, this term became gradually use in the whole world. The intellectual property basically means that people has the exclusive rights on their intellectual labor by law. Usually, the intellectual property can be divided into two types of industrial property and copyright. The industrial property includes inventions (patents), logo, industrial designs and trademarks; copyright includes artistic...
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...Cisco Shital Kavle Columbia Southern University Some people think marketing is marketing and whether you are marketing to consumers or marketing to businesses, you are still just marketing to people. But business-to-business (B2B) and business-to-consumer (B2C) marketing is different because, emotionally a person buying a product for themselves verses buying for their company is a very different. Building a strong brand that is able to set a company apart from other business is always an important job. Depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (2007). According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company will provide satisfaction and quality. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. The table below summarize the differences between B2B marketing and B2C marketing. Business to Business(B2B) | Business to Customer (B2C) | Small, focused target market | Large target market | Relationship driven | Product driven | Brand identity created on personal relationship. | Brand identity created through mass communication like TV, radio, magazine advertisements. | Maximize...
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...Running Room Case Study 10/21/14 T/TH 9:30 AM Present Strategy The Running Room company has been a successful and profitable business since its inception, catering to both avid runners and more casual joggers by selling high end running shoes. Its owner, Raina Cisco, used her background as a nationally ranked runner to establish credibility as a running shoe authority, especially for higher end products. In order to maintain this image of quality, Cisco chose to primarily sell Nike shoes. The Nike brand is associated with performance in the minds of her customers, and she was able to make a $5-$7 premium per pair of Nike shoes. Despite this success, after about 10 years of steady growth, profits began to decline due primarily to large department chains entering the running shoe market, the loss of loyal, aging customers, and difficulty in balancing the needs of these loyal customers with those of the younger generation of serious runners. The Running Room’s current strategy to achieve new growth involves diversifying the product offerings to appeal to not only serious runners, but also more casual consumers. Cisco stocked stores with more fashionable sportswear items for her more cursory customers while attempting to appeal to the running community by offering custom-fit, high performance shoes. This strategy captures a large target market; however, it is ultimately unsuccessful as a growth model because it does not fully satisfy either consumer group. The serious runners...
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...TUI UNIVERSITY Angelica M. Johnson Module 3 Case Study ITM 501 Management Information Systems and Business Strategy Prof. Sam Biragbara March 14, 2014 Introduction The purpose of this case study is to examine whether the availability and use of social media on the internet really provides businesses with new and different useful information. We will explain the reasons why we feel this is true. Additionally, we will provide a counterargument to my original position, and finally, re-address my original position in light of the counterargument. Businesses and Social Media The availability and use of social media on the internet absolutely provides businesses with new and different useful information. The key question is; are businesses ready to use social media, and the information exchange opportunity it provides, to their advantage? The internet and social media is a fast moving train; businesses can either get on that train, deliberately evolving in this frightening economy, or get run over by the train and die a sure death (Rodriguez, 2011). What Not To Do United Airlines Customer service is something all businesses know is important; however, not all businesses invest and prioritize customer service in their vision or strategic plans. If a business is a service or product provider with a well known name and brand, not paying attention to customers could be a big mistake. One such service provider, United Airlines, committed one of those big mistakes...
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...Additional Deliverables………………………………………………………………………………………………………………………….35 Conclusion…………………………………………………………………………………………………………………………………………….35 References 37 Appendix 1: Competency Matrix 38 Appendix 2: Cisco ASA 5555-X Firewall Specifications…………………………………………………………….40 Appendix 3: ABC Inc. Project Schedule…………………………………………………………………………………….44 Appendix 4: High-Availability Design Screenshots……………………………………………………………………45 Appendix 5: Screenshots of inside to outside access; outside to DMZ access; NAT rules and configurations; and performance graphs and performance results….........................................51 Capstone Report Summary Internet of Everything (IoE) and “Big Data” equates to competitive advantages to the modern business landscape. Numerous white papers are circulating on the Internet highlighting the business case supporting the IoE initiative. For instance, in a white paper conducted by Cisco Inc. on the Value Index of IoE in 2013 reported the following: In February 2013, Cisco released a study predicting that $14.4 trillion of value (net profit) will be at stake globally over the next decade, driven by connecting the unconnected –people-to-people (P2P), machine-to-people (M2P), and machine-to-machine (M2M) - via the Internet of Everything (IoE). Cisco defines the Internet of Everything as the networked connection of people, process, data,...
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...Hi, Again welcome to this weeks blog post which will be identifying and discussing about the Return on Investment (ROI) in regards to Enterprise 2.0 and Cisco. What is ROI? ROI stands for return of investment and answers the question of how much value you get when making an investment. Say you were purchasing a product and investing a large sum of money into this product. In the terms of purchasing this product, would be that you would make a percentage of the amount spent back over said number of years. So pretty much ROI refers to making your money back, or anything a company has invested over a given period of time. So how exactly can a business or organisation work out there return on investment? If a company/business has a clear...
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...Comstor. In the second chapter brandgagement will be explained. What is brandgagement? Which companies are using brandgagement at the moment? What are the benefits of brandgagement? What are the costs to introduce brandgagement by Comstor? When brandgagement is explained, the applicability for Comstor will be outlined. Finally there will be some recommendations. Chapter 1: Business description This chapter provides a description of Comstor. There is a description of the core business, the Westcon group and the turnover. We will also take a look at the competitors and the global activities of Comstor. Comstor is the leading Distributor of Cisco's advanced networking products. Comstor also sell a number of other brands, but the main brand they sell is Cisco. Comstor provides expertise and experience at each stage of the sales process, including consultancy, design, implementation and support for single site through to multi-site and multi-national environments. Comstor also provides the services, support programs, training, and tools needed to make companies more profitable and competitive. Comstor is part of the Westcon Group. Westcon Group, Inc. is a value added distributor of category-leading unified communications, network infrastructure, data center and security solutions with a...
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...Hospitality Business Models Confront the Future of Meetings Cornell Hospitality Industry Perspective No. 4, June 2010 by Howard Lock and James Macaulay www.chr.cornell.edu Advisory Board Ra’anan Ben-Zur, Chief Executive Officer, French Quarter Holdings, Inc. Scott Berman, U.S. Advisory Leader, Hospitality and Leisure Consulting Group of PricewaterhouseCoopers Raymond Bickson, Managing Director and Chief Executive Officer, Taj Group of Hotels, Resorts, and Palaces Stephen C. Brandman, Co-Owner, Thompson Hotels, Inc. Raj Chandnani, Vice President, Director of Strategy, WATG Benjamin J. “Patrick” Denihan, Chief Executive Officer, Denihan Hospitality Group Joel M. Eisemann, Executive Vice President, Owner and Franchise Services, Marriott International, Inc. Kurt Ekert, Chief Operating Officer, GTA by Travelport Brian Ferguson, Vice President, Supply Strategy and Analysis, Expedia North America Chuck Floyd, Chief Operating Officer–North America, Hyatt Anthony Gentile, Vice President–Systems & Control, Schneider Electric/Square D Company Gregg Gilman, Partner, Co-Chair, Employment Practices, Davis & Gilbert LLP Susan Helstab, EVP Corporate Marketing, Four Seasons Hotels and Resorts Jeffrey A. Horwitz, Partner, Corporate Department, Co-Head, Lodging and Gaming, Proskauer Kevin J. Jacobs, Senior Vice President, Corporate Strategy & Treasurer, Hilton Worldwide Kenneth Kahn, President/Owner, LRP Publications Paul Kanavos, Founding Partner, Chairman, and CEO, FX Real Estate...
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