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Marketing Introduction Paper I work for Sorrento Networks Corp a leading metro and regional DWDM optical networking vendor with customers worldwide Our product lines include optical access optical transport and networking management solutions plus a diverse set of frequency synthesizers video and RF transmissions systems and routing systems We are headquartered in San Diego with offices in Dallas Stuttgart Paris London Singapore and Beijing Sorrento Networks was formed in 1997 but its lineage goes back to 1981 through a series of acquisitions consolidations and divestitures all focused on optical networking and broadband video RF products Sorrento was the first company to produce a metro DWDM product in 1997 called Gigamux and our technology continues to pioneer the market today Sorrentos customers are the best in the industry and include companies like Comcast formerly ATT Broadband and ATT Broadband Network Solutions Cox Communications Deutsche Telekom Southern California Edison and many others Our focus is on carriers in the telecommunications cable TV and utility markets while we serve enterprise and storage area networking SAN applications through alliances with integrators In 2001 Sorrento began to face a maelstrom of challenges On the macroeconomic level domestic and foreign economies slowed significantly capital-spending budgets dwindled and the threat of terrorism and war loomed Investors were dramatically affected by widely publicized corporate scandals accounting improprieties fraud and bankruptcies Sorrentos situation was further exacerbated by other difficulties unique to the telecom industry The entire telecom sector was negatively impacted elevating investors shareholder and customer concerns With companies such as this where getting the right mix of products and new product introduction is critical the marketing department plays a very important role keeping the company ahead of the game This department deals with the sales methods promotions positioning as well as any other aspect of the end sales of the product or service Marketing departments work by effectively building the bridge between the product and the market to which it is
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