assignment

Cisco Systems is the worldwide leading supplier of networking equipment for the Internet. The company sells hardware (routers and switches), software, and services that make most of the Internet work. Cisco was founded in 1984 by a husband and wife team who worked in the computer operations department at Stanford University. They named the company ciscowith a lowercase c, short for San Francisco, and developed a logo that resembled the Golden Gate Bridge, which they frequently traveled. Cisco went public in 1990 and the two founders left the company shortly thereafter, due to conflicting interests with the new president and CEO. Over the next decade, the company grew exponentially, led by new product launches such as patented routers, switches, platforms, and modemswhich significantly contributed to the backbone of the Internet. Cisco opened its first international offices in London and France in 1991 and has opened a number of new international offices since then. During the 1990s, Cisco acquired and successfully integrated 49 companies into its core business. As a result, the company's market capitalization grew faster than for any company in historyfrom $1 billion to $300 billion between 1991 and 1999. In March 2000, Cisco became the most valuable company in the world, with market capitalization peaking at $582 billion or $82 per share. By the end of the 20th century, although the company was extremely successful, brand awareness was low Cisco was known to many for its stock price rather than for what it actually did. Cisco developed partnerships with Sony, Matsushita, and US West to co-brand its modems with the Cisco logo in hopes of building its name recognition and brand value. In addition, the company launched its first television spots as part of a campaign entitled "Are You Ready?" In the ads, children and adults from around the world delivered facts about the power of the Internet and challenged viewers to ponder, "Are You Ready?" Surviving the Internet bust, the company reorganized in 2001 into 11 new technology groups and a marketing organization, which planned to communicate the company's product line and competitive advantages better than it had in the past. In 2003, Cisco introduced a new marketing message, "This Is the Power of the Network. Now." The international campaign targeted corporate executives and highlighted Cisco's critical role in a complicated, technological system by using a soft-sell approach. Television commercials explained how Cisco's systems change people's lives around the world and an eight-page print ad spread didn't mention Cisco's name until the third page. Marilyn Mersereau, Cisco's vice president of corporate marketing, explained, "Clever advertising involves the reader in something that's thought-provoking and provocative and doesn't slam the brand name into you from the first page."

20. What information should be included in the recommendations section of an analytical report?

21. Which of the following is a negative effect on businesses of government regulation:

22. What organization helps union locals to become established, recruit new members, and negotiate with

management?

23. To calculate total revenue, a business multiplies the number of units sold by

24. The United States' business culture tends to embrace self-reliance and personal accomplishment, which

are characteristics of

.

25. During a meeting with German businesspeople, an American businessperson introduced a change to the

agenda. Because the German businesspeople were caught off guard by this change, they became upset,

which indicates that German culture tends to

26. Because Costa Ricans do not like to be kept waiting, it is important for businesspeople to

27. Which of the following is an example of a Saudi Arabian custom that relates to gender:

28. A businessperson offended a foreign client when s/he continuously made an insulting gesture. As a

result, the client severed ties with the businessperson's company. This situation could have been avoided

if the businessperson had

29. Refusing to do things you really don't want to do is __________ your self-esteem.

30. As the manager of her own company, Brooke is able to guide the company and its employees in a

desired manner. Brooke possesses the trait of