U.S. stocks review: Cisco doesn't know how to sell

Introduction: Cisco Systems have been poorly behaved recently and have been criticized by observers.　　John C. Dvorak, the MarketWatch columnist, argues that the biggest sticking point of Cisco's problem is the fact that the company's marketing concept is badly Devorac, and that the price of the product is not smart enough to make the situation worse. The following is the full text of Devorac's commentary: It is well known that Cisco Systems are now in great trouble and are still downsizing.　　In almost all financial media, there has been a barrage of criticism of the company, some of which have been directed at John Chambers, the chief executive who once had a myriad of favorites. What's the problem with Cisco (CSCO)? It's not hard to understand. They have made a lot of price for their products, but these products are not worth that price now. At least, Cisco can't convince me that I believe their product is worth it.　　This is actually the result of poor marketing performance. Another problem is that Cisco is, to some extent, a virtual company whose employees are all over the country and are remotely cooperative. That's one of the reasons we rarely hear good news about Cisco.　　Think about their PR staff and, as it is, they have to call journalists across the United States to reassure them that the future of the company is fine, which is almost impossible.　　Ultimately, however, the crux of the problem lies in poor marketing and high prices, which are simply "perfect matches". You can see this problem at all levels. Even if Cisco Linksys the consumer-side brand, prices are ridiculously high compared to competitors. Why is that?　　We can't hear any explanation. In fact, my own experience is a good example. Attentive readers may also recall that I wrote in a recent article about myself going to Fry's to buy a WiFi card for my computer.　　There are a lot of brands to choose from, eventually I bought China's zonet products, spent 29 of dollars, and Cisco's Linksys products, almost exactly the same, but to 69 dollars. Things like this almost daily necessities, in fact, no matter what brand, we buy, are exactly the same internal design, exactly the same chip set.　　In other words, in terms of hardware alone, there is no difference between a high-priced product and a low-priced product, and if there is a difference, it can only be in the control and installation software.　　In short, we can only say that the price of Linksys products is not considered. Another example is Cisco's recently launched intermediate video Conferencing service.　　Cisco has demonstrated a new system in this year's Consumer Electronics Show, although it does look good, but it is far from perfect, but the price is ridiculously high – which is even more unacceptable if we consider that Skype offers similar free services. The media's response to the incident is worth carefulTaste: The reporters think Cisco is crazy.　　Does the company really not know that a lot of things have become so cheap?　　I even wonder if Cisco knows that we can buy a decent personal computer for 299 dollars now. Perhaps Cisco could get a chance to make a IPv6 on their products.　　They must take effective marketing measures to make people believe that IPV6 is the future, let people shake their hearts, do not buy Cisco products can not sleep. Yet, at least in my opinion, Cisco does not seem to have any substantial marketing or advertising plans so far. The Cisco ads we see now, whichever is essentially too elementary, convey the message simply: "Hello, we are Cisco, a company."　　"Nothing more. With a closer look at the data, we will find that a large part of Cisco's revenue comes from federal, state and local government contracts.　　Cisco does make a big marketing effort, but it's a marketing, not a real one.　　Cisco is undoubtedly one of the companies that cannot even say the difference between sales and marketing. Yes, I have seen more than once that marketing genius into a company that does not know how to do marketing, will create a miracle. And seeing what happened to Cisco after he was expelled--to be honest, he was walking on the road of deportation. (Zi Jin)