Purchase Solution

Cisco Case Study

Not what you're looking for?

Ask Custom Question

How is building a brand in a business-to-business context different from doing so in the consumer market? Is Cisco's plan to reach out to consumers a viable one?

Please see the attached case study.

Purchase this Solution

Solution Summary

The solution discusses the Cisco case study.

Solution Preview

See the attached file.

Cisco Case Study Posting ID: 506232

How is building a brand in a business-to-business context different from doing so in the consumer market?

Business to business (B2B) are different from consumer markets, "B2B markets are unique due to their derived demand, long purchase cycles, and fragmented market structure" (Coviello and Brodie, 2001, p. 382). B2B focuses on product and buying process complexity. Consumer markets are characterized more by functional and buyer-seller interdependence.

When differentiating between B2B and consumer markets, the overarching difference is that B2B's customers are an organization; with a consumer market, the customer is an individual. Even with the different customer base, they both buy products that are similar. Additionally, there are different characteristics between B2B and consumer markets, as shown in the following table:

Market Structure Differences
Item Business-to-Business Markets Consumer Markets
Nature of demand Derived Direct
Demand volatility Greater volatility Less volatility
Demand elasticity Less elastic More elastic
Reverse elasticity More common Less common
Nature of customers Greater heterogeneity Less ...

Purchase this Solution


Free BrainMass Quizzes
Understanding Management

This quiz will help you understand the dimensions of employee diversity as well as how to manage a culturally diverse workforce.

Motivation

This tests some key elements of major motivation theories.

SWOT

This quiz will test your understanding of the SWOT analysis, including terms, concepts, uses, advantages, and process.

Marketing Research and Forecasting

The following quiz will assess your ability to identify steps in the marketing research process. Understanding this information will provide fundamental knowledge related to marketing research.

Operations Management

This quiz tests a student's knowledge about Operations Management