I - Marketing Excellence - Cisco

Questions-

1. How is building a brand in a business-to-business context different from doing so in the consumer market?

2. Is Cisco's plan to reach out to consumers a viable one? Why or why not?

II - Marketing Excellence - Red Bull

Questions-

1. What are Red Bull's greatest strengths and risks as more companies (like Coca-Cola, Pepsi, and Monster) enter the energy drink category and gain market share?

2. Should Red Bull do more traditional advertising? Why or why not?

3. Discuss the effectiveness of Red Bull's sponsorships, for example, Bull Stratos. Is this a good use of Red Bull's
marketing budget? Where should the company draw the line?

III - Marketing Excellence - Accenture

Questions-

1. What has Accenture done well to target its B-to-B audience?

2. Has Accenture done the right thing by dropping Tiger Woods as its spokesperson? Discuss the pros and cons of its
decision

IV- Marketing Excellence - The Ritz-Carlton

Questions-

1. How does The Ritz-Carlton match up to competitive hotels? What are the key differences?

2. Discuss the importance of the "wow stories" in customer service for a luxury hotel like The Ritz-Carlton.