Marketing Management

  1. Some claim that the only sustainable competitive advantage for an organization is its relationships with its customers. All

other advantages eventually erode. Do you agree or disagree? How can information systems play a role in maintaining the organization’s relationship with its customers? Defend your position.

  1. Cisco Systems has a network of component suppliers, distributors, and contract manufacturers that are linked through

Cisco’s extranet. When a customer orders a Cisco product at its Web site, the order triggers contracts to manufacturers of

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printed circuit board assemblies when appropriate and alerts distributors and component suppliers. Cisco’s contract manufacturers are aware of the order because they can log on to its extranet and link with Cisco’s own manufacturing execution systems. What are the advantages of Cisco’s strategic alliances? What are the risks to Cisco? To the suppliers?

What kinds of competitive tactics and maneuvers could you adopt to protect your generic strategy in this kind of environment?

What is a cognition? Give an example that illustrates the distinction betweeninformation (stimuli) and cognition that representsthe information.

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