New Marketing Essay
Table 6.1 from the text provides the foundation for discussing this question. The implications for any and all of these points may be discussed. Suggestions for the points that are most relevant to this case are given below.
2. Given the industries in which Cisco competes, what are the implications for the major types of buying situations?
Straight rebuys—because Cisco deals in high-tech, there may be few truly straight rebuys. This is due to the fact that as purchase cycles come up, technology has changed. As a result, corporate buyers are looking at slightly different to extremely different products to replace the ones that they have. Straight rebuys …show more content…
4. Discuss the customer buying process for one of Cisco’s products. Discuss the selling process. In what ways do these processes differ from those found in buying and selling a broadband router for home use?
Based on points discussed in questions 1 and 2, it should already be apparent that Cisco buying situations are much more complex than consumer buying processes. Therefore, it is important that students recognize that customers involved will go through a very extensive buying process. Not only are there more steps involved in the business buying process than there are in the consumer buying process, but for a complex modified rebuy, the customer is certainly going to go through each of these steps from a very analytical perspective.
5. Is the relationship between Cisco’s own collaborative culture and the products and services it sells something that could work for all companies? Consider this issue for a consumer products company like P&G.
Corporate culture is not something that can simply be plugged in. However, if management is open to it, most any company should be able to adopt some of Cisco’s best practices in order to achieve some of the benefits. For a consumer products company like