Case Study Cicso
Case Study I
Cisco
Thomas
Dr. Ready
April 14, 2014
How does building a brand in a business-to-business context different from doing so in the consumer market? When companies market (company A) their products to other business (Company B), they are looking to build a lasting business relationship. Company B is marketing their product and services because they know and understand what the company will need in order to operate more efficiently. When companies make purchases, it is a multi-step process that involves executive decisions and planning, company financial review (depending on the amount of the purchase), and possible sales meetings to offer demonstrations of new products (Business Marketing Association, n.d.). B2B marketing is to convert prospects into customers and build a lasting business relationship; they need to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle (Murphy, 2007). Marketing to a company can be done through email, webcasting, newsletters, telemarketing, direct mail, and representative follow up services. Companies keep in constant contact with the business in an attempt to keep doing business with them and ensuring that any needs the company may have, they will attempt to meet or exceed. When companies decide to market to consumers, they use a different approach. The majority of the products on the market for consumers are not a necessity; companies have to use creative ways to ensure that consumers will purchase the product. The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible (Murphy, 2007). Unlike how companies make decisions, consumers go off their emotions, product eye appeal, prices, discounts, and coupon usage. When consumers decided to make purchases, the buying process starts long before the actual
Cisco
Thomas
Dr. Ready
April 14, 2014
How does building a brand in a business-to-business context different from doing so in the consumer market? When companies market (company A) their products to other business (Company B), they are looking to build a lasting business relationship. Company B is marketing their product and services because they know and understand what the company will need in order to operate more efficiently. When companies make purchases, it is a multi-step process that involves executive decisions and planning, company financial review (depending on the amount of the purchase), and possible sales meetings to offer demonstrations of new products (Business Marketing Association, n.d.). B2B marketing is to convert prospects into customers and build a lasting business relationship; they need to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle (Murphy, 2007). Marketing to a company can be done through email, webcasting, newsletters, telemarketing, direct mail, and representative follow up services. Companies keep in constant contact with the business in an attempt to keep doing business with them and ensuring that any needs the company may have, they will attempt to meet or exceed. When companies decide to market to consumers, they use a different approach. The majority of the products on the market for consumers are not a necessity; companies have to use creative ways to ensure that consumers will purchase the product. The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible (Murphy, 2007). Unlike how companies make decisions, consumers go off their emotions, product eye appeal, prices, discounts, and coupon usage. When consumers decided to make purchases, the buying process starts long before the actual
Links: s_Cisco_aims_to_reach_consumers_through_carriers Kotler. P., Keller, K. L., 2012. Marketing Management (14th ed.). Upper Saddle, NJ: Prentice Hall