3 pages/≈825 words
Business & Marketing
unit one case study
< Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall.> The first case study you will look at is that of Cisco on page 57 in your textbook. Read the study several times—once to grasp the overall picture and then a few more times to understand the specific issues. Answer the two questions at the end of the study (p. 58). Support your answers with a minimum of one additional source per question that is no more than five years old. Your answer to each question should be approximately 400 words using APA format. ***See attached file***** 1. How is building a brand in a business-to-business context different from doing so in the consumer market? (answer should be 400 words with one additional source) 2. Is Cisco's plan to reach out to consumers a viable one? Why or why not? (answer should be 400 words with one additional source)
UNIT 1 CASE STUDY Student`s name Instructor University Date How is building a brand in a business-to-business context different from doing so in the consumer market? This paper explores the difference of building a brand between business-to-business markets (B2B) and doing so in a consumer market. On the other hand, it briefly expounds on Cisco`s plan to reach out to consumers and whether it is a viable one. Numerous marketing and branding books are crammed with illustrations and case studies on branding a company`s products to customers. These marketing management books leave us anxious about getting more knowledge on creating awareness about the products on offer. Specifically the products might be useful to a business or to consumers, hence the terms business-to-business or consumer branding. According to Kotler & Keller (2012) it is vital knowledge to be familiar with the principles that are used in consumer brand building are somehow similar to B2B branding. While there are differences between consumer and B2B branding, the two marketing strategies of a company are attempting to evoke emotional relations with its clients â€“ whether potential or existing. The following points highlight the difference of B2B branding in relation to consumer branding; The logo is the first contact with clients â€“ the visual identity of a product name needs to deliver results on the brand promise; this branding usually comes with a slogan so that businesses and consumers vaguely understand what the product is all about (Christian, H., Martin, K., & Jens, S. n.d). In the B2B market products are not sold spontaneously but only when a company requires the product to be integrated to their operations. On the other hand, consumers can be impulsive since marketers just need to create the perceived need for the product even if ...
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