Questions for Discussion 1. Discuss the nature of the market structure and the demand for Cisco’s products.

2. Given the industries in which Cisco competes, what are the implications for the major types of

buying situations?

3. What specific customer benefits will likely result from the Cisco products mentioned in the

case?

4. 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?

5. Is the relationship between Cisco’s own collaborative culture and the products and services it

sells something that could work for all companies? Consider