Read the following about United Parcel Service of America (UPS) before completing this
Few brands are more familiar these days than UPS. Everyone pictures “brown” when they hear
the name, or even the truck rumbling on their streets. What most don’t recognize is that most of
UPS’s revenues come from business customers, not residential consumers. Its business is much
more than shipping packages from business to business, or businesses to homes. UPS’s core
business is known as logistics; it is a $54 billion company that provides a broad range of global
logistics solutions. The company even brags in a tagline that “We love logistics.” What that
means to its business customers, is that UPS becomes a logistics partner, helping them to shape
and sharpen their entire logistics strategy and operations, cutting costs and serving customers
better. To grow this business, UPS had to persuade its business customers that it absolutely
wanted to be their partner and that they wanted to understand the experience each company tries
to create for its customers. Without that level of commitment, UPS cannot provide value to its
business customers. Business customer buying decisions are made within the framework of a
strategic, problem-solving partnership.
The UPS story is perfect for highlighting the unique characteristics of business markets and the
differences between consumer buying behavior and business buying behavior. It also
demonstrates that marketing to business customers requires a deep understanding of customer
needs and customer-driven marketing strategies that create superior customer value. To succeed
in its business-to-business markets, UPS must build day in, day out, year in, and year out
customer partnerships based on superior products, close collaboration, and trust.
Visit the UPS website (Links to an external site.)Links to an external site. to explore what
UPS offer to business customers. Scroll to the UPS Solutions tab along the top. Start with
“Explore” and then go to “Industries” to learn about what services UPS provide in various
industries. Look for information on each that underscores the basic promise that UPS must
deliver on each day: to create partnerships with business customers to help them move their
goods more efficiently and reliably. Working in business markets is much more complex than in
consumer markets, and closing a single sale may take years of advance work.
Answer the questions below on UPS’s efforts to build relationships with B-to-B customers
to handle their logistics and the impact on customer relationships. Your paper is expected to
show research into the issues with clearly documented links to in-class and outside readings. The
paper must be consistently formatted in APA style, APA in-text citations, and references
included. As a general guideline, the body of your paper, meaning your answers to the three
questions below, is to be 3 to 4 pages (front page, possible table of contents, references, and
possible appendix excluding). You might like to include separate chapter titles for each question.
Please ensure that you cover all of the elements of the assignment and demonstrate your
understanding of the given topic. Don't forget to synthesize, analyze, and evaluate related ideas
and issues. Short quotations from the UPS website can be used when appropriately indicated in
the text and in-text cited according to the APA style, but you are not to submit a paper with the
majority of its content copy-pasted from the UPS website.
This assignment will be submitted through Turnitin, a plagiarism detection service.
The questions to be addressed in sufficient detail in your written submission are:
1. What are UPS’s business customers looking for when committing to work with UPS?
2. How do UPS’ marketing and sales to business customers differ from working with its
3. How does the UPS story relate to the major concepts of Kotler & Armstrong Chapter
6 on business buyer behavior?
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