Discuss the nature of the market structure and demand for Cisco's products!!

Market structure: Business to Business (B to B) far fewer but far larger buyers than
the consumer marketer does. (sedikit belinya, namun jumlah permintaannya langsung
besar)
Demand Inelastic and more fluctuating: maksudnya, demand dari perusahaan B to B
berubah-ubah karena permintaan dari buyers perusahaan konsumen juga berubah-ubah
Derives demand: karena ketika harga turun maka tidak otomatis beli banyak karena
tergantung demand dari demand company tersebut. (ketika demand dari perusahaan
customer itu tinggi, maka dia akan lebih banyak meminta produk dari perusahaan B to
B)

Give the industries in which Cisco competes, what are the implications for the major types
of buying situations?
New task situation: In such cases, the greater the cost or risk, the larger the number of
decision participants and the greater the companys efforts to collect information. The
new task situation is the marketers greatest opportunity and challenge.
o Kenapa New task situation? Karena cisco dalam membuat bisnisnya
(membuat bisnis yang totally baru) maka dia pasti membuat request kepada
suppliernya sesuatu yang baru juga
Impication (for the cisco)? the greater the cost or risk, the larger the number of
decision participants and the greater the companys efforts to collect information.

What specific customer benefits likely result from the Cisco products mentioned in the
case?
Collaboration benefits:
o bundle urban necessities-water, power, traffic, communications, and
entertainment
Because of these efficiencies, the cost for such services to residents will
be cheaper as well.
o Cisco Virtual Office
An overwhelming majority of telecommuters produce work in a more
timely manner with better quality.
o Webex
WebEx suite promisesto empower customers to "connect with anyone, ,
anywhere, any time.
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?
Buying process (perspektif dari buyers)
Selling process (perspektif dari sellers)
Buying process diagrams (B to B)

Deskripsikan sendiri flow process di atas (halaman 204 buku 16e)

Buying process diagrams (B to C)

Deskripsikan sendiri flow process di atas (halaman 183 buku 16e)

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.
Di B to B, perusahaan menganggap customer sebagai pihak yang berkolaborasi
(partner); perusahaan B to B lebih in charge pada berbagai organisasi dan perusahaan
sehingga collaborative aspect yang perusahaan ini tekankan itu lebih berorientasi pada
pengembangan customernya.
Sementara pada B to C, lebih in charge pada influencing factor: sosial, culture,
personal, habit, etc. Sehingga perusahaan lebih berorientasi pada pengembangan
perusahaan.
TIDAK BISA!! Tapi effect dan orientasinya berbeda; B to B dan B to C adalah jenis
perusahaan yang berbeda.