Cisco (pp. 58–59)
1. How is building a brand in a business-to-business (B2B) context different than that of a business-to-consumer (B2C)
market? How has Cisco managed to develop a strong customer relationship with their target market?
2. How has the industry in which Cisco resides been doing over the last 5 years?
3. Who are the top three competitors of Cisco, and what are their advantages/disadvantages with respect to their
4. Is Cisco’s plan to reach out to consumers a viable one? Why, or why not? As a marketing manager for Cisco, what
would you recommend to be the next steps?