Cisco incorporated both aspects by buying companies that rendered services and products that they needed in order to expand to a broader marketing audience which resulted in their company becoming the most valuable company in the world in March 2000. Successful marketing requires capabilities such as understanding, creating, delivering, capturing while also sustaining value. Along with these needed additives, one must understand that business to business and business to consumer relate to each other. However, they must be handled or strategically attacked with separate or specific missions. With building a brand, one must develop a strong marketing strategy in order to generate profit. Business to business marketing is geared more to business buyers and ...view middle of the document...
Business to business markets tend to be more on a personal level to which companies focus on getting to know their customers in order to establish a working relationship. However, in the consumer market, mass communication and distribution tools are needed in order for the product to market well. There other areas of differences between business to business and business to consumer such as market structures, products, buyer behavior, demand, distribution channels, and costs. Business to business has fewer prospects and suppliers which makes their market more segmented versus the consumer market. However, the consumer market is also segmented but it is geographically segmented which limits the number of product suppliers which will affect the size of the market arena.
Cisco’s branding methods for their routing and networking products were successful due to their phenomenal strategy plan. By partnering with companies such as Sony, Matsushita, and US West, helped increase the brand’s awareness along with persuasive advertisement ads. During the 1990s, Cisco acquired and successfully integrated 49 companies into its core business. The results were astounding but due to the rapid revenue climbs, the company lost its brand name. To accommodate this issue, Cisco decided to focus more on the consumer market in order to gain its brand awareness without compromising their revenue. In order to do this successfully, Cisco focused more on the consumer’s wants and needs by creating sports forums with interactive venues. The plan to reach out to consumers was viable because it utilized both the business to business as well as business to consumer marketing techniques which helped the company expand into newer markets.
Kolter, Philip & Keller, Kevin (2012). Marketing Management, Fourteenth Edition. Pages 57-58.