Business to Business Essay

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1. How is building a brand in a business-to-business context different from doing so in the consumer market? Prior to beginning this course I believed that there was not that much a difference in relations to business marketing and consumer marketing. However according to Dwyer and Tanner (2006) business marketing generally entails shorter and more direct channels of distribution while consumer marketing is aimed at large demographic groups through mass media and retailers. The negotiation process between the buyer and seller is more personal in business marketing. When you build a product in a business-to-business context you build that product to obtain a maximum profit after selling and even re-selling the product. In the consumer market the retailer sells the product to the market. The prices are different from the business market and the consumer market, which is a key detail to remember. As far as Cisco, their product was directly related to selling their product to other businesses. When you build your product in a business-to-business setting instead of a consumer marketing setting there are a number of differences because it caters to different audiences. Cisco launched its television campaigns to ensure the consumers were receiving the education they needed. When Cisco targeted the business-to-business environment they target people like corporate executives and information technology representatives to sell their products to them. They were quite successful when doing this and went on to create a new brand in the consumer market. They began to capture the consumers at large while making products for home use such as products in the venues of music, printing, video making etc. Cisco created what they called the “Human Network” (Kotler and Keller 2012) campaign, which was fascinating to the average consumers. The results were very positive

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