Cisco Systems Essay Example | Topics and Well Written Essays - 750 words

Cisco Systems - Essay Example One other major huddle they face a business was demand by the Stanford University to obtain 11 million dollars as the licensing fee during the company registration. This was because; the duo had developed the technology when still working as an employee of the university (Edwards, 25). Later on the university accepted 150, 000 dollars together with free support services and routers. The duo had a vision of enabling dissimilar networks to communicate with one another and engage in information sharing to enhance reliability. However, for the full connection of networks, there was need for technology invention that would deal according with the separated local area modus operandi. To fill this gap, they decided to try different process which gave birth to the multi- procedure router. Other product that the company produces includes; devices for remote access, switches, devices for internet access, protocol translators and the softwares for managing networks. All tis devices and equipmen t are used to link geographically LANs and WANs i.e. Local Area Network and The Wide Area Networks together with the internet. The company has majorly three market segments that it serves (Kahawatte, 80) .These includes the big organization such as government bodies, corporations, learning institutions such as universities. These organizations need sophisticated networking process and the usually require connection of several locations. The other category is those involved in service provision to their customers. These include; telephone companies, internet services providers and companies sell cables and those providing wireless communication services. Besides, there are medium and small businesses whose wants are basically network operations, internet connection or connection with other business partners. To meet this huge demand on the expertise, the company is growingly developing its human resource capital in the fields such as fibre-optic network together with attendant expert s in the diverse networks that produces audiovisual capabilities in conjunction to the previous data available. This also triggered the development of the DNS- Domain Name Systems to aid the process. Cisco did market its products to the higher learning institutions such as universities and colleges, research institutions, aerospace companies and government department and institutions. This was done by communicating to software engineers through ARPANET which turned into being called Internet. The conversation most involved the use TCP protocols or UNIMIX computers. Later on in 1988, Cisco Systems began the networking of routers within the major corporations that were separated by some distance e.g. different branches. During this period, routers were basically used in all the communications as it could support other protocols than the ones from different manufacturing companies and when the internetworking market began expanding, Cisco’s high quality routers were preferred by most customers in the market place within the emerging competition (Dryburgh, 54). Within the business fraternity, internet connection has brought in myriad of benefits simplifying the trade transactions. One major benefit is the availability of information useful to the prospective buyers for online tractions. This has created cheaper means for the businessmen and women to transact free with cost just being incurred only during the chain supply process. The

Evolution of Integrated Marketing Communications to Integrated Brand Essay

Evolution of Integrated Marketing Communications to Integrated Brand Promotion - Essay Example As marketers become more sophisticated, they are recognize that IMC is more that just coordinating the various elements of the marketing and communications to have a 360 degrees approach to deliver a single message, as the concept of branding is emerging and more importance is laid upon the creation of an experience and promise that the brand holds, the concept of integrated brand promotion is a phenomenon that focuses on building brand identity and equity with the use of IMC to communicate and deliver the branding message effectively and efficiently. Building and maintaining brand identity and equity require the creation of well-known brands that have favorable, strong and unique associations in the minds of the consumer. 2. Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order Company, makes ground coffee and has targeted heavy users in the past. The company is now considering, however, switching to targeting college students, a target seg ment that is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment? Heavy users are more conscious about the quality of the coffee and are often choosy about what they want. They may be put off by some small mistake and have a negative image of the brand and may also lead to negative word of mouth among other heavy users. The company is targeting an emerging market which is untapped when it comes to coffee and this could mean that they could have a new segment to enter and achieve. This market development and would lead to increased market share and growth in sales. 3. You are the marketing manager for a mail-order company that ships spices from all over the world to customers across the globe. Given a choice between access to a mailing list and access to a marketing database, which would you choose? What are the advantages of your choice? Be as specific as possible. Marketing database would be a more efficient choice as it would be diverse and dense. The marketing database is created taking segmentation into consideration and it is more useful in terms of reach. Marketing database would hold complete information of the users and could also enable targeting and segmentation according to the company offerings. 4. Describe what branded entertainment is, how it differs from brand/product placement, and what its future is as a branding tool. The advent of brand entertainment is considered as one of the most major changes in the way IMC takes place since the past few years. The enormous growth of the concept of brand entertainment appends to its future as a successful branding tool. Brand entertainment can be described as a blend of marketing and entertainment and the process of using the entertainment media to grab the attention of the consumers and help them gain better exposure to the brand. Brand entertainment makes us of television, music, film and technology to create the mix between entertainment and marketing. Product/brand placement was a long time phenomenon used in films although brand entertainment is the same concept, but brand entertainment has led product placement to go beyond films to now embrace all forms of media. From films, to music videos, to computer games, all forms of media can be used to create or recreate an emotional connection with the consumers and increase exposure with