The questions to be addressed in sufficient detail in your written submission are:

| October 7, 2018

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? But more than just a superior product, they want a trusted partner that delivers on its promises. Business customers must be able to rely on UPS as a strategic partner they can count on to help the company solve its problems and win new customers of its own. As this case demonstrates, UPS providing logistics can mean it even gets into the laptop repair business.
2.    How do UPS’ marketing and sales to business customers differ from working with its residential consumers? Selling and marketing in either sector require a deep understanding of customer needs and customer-driven marketing strategies that create superior customer value. However, in business markets, rather than selling to large numbers of small buyers, UPS sells to a relatively few very large buyers. Losing a single sale to a large business customer can mean the loss of hundreds of millions of dollars in revenues. Performing poorly as a partner in logistics can also cost the customer hundreds of millions of dollars in revenue. Also, with UPS’s business customers, buying decisions are much more complex. UPS is not the only company in the business of providing logistical services to business customers. Buying a batch of jet engines, for example, involves a tortuously long buying process, dozens or even hundreds of decision makers, and layer upon layer of subtle and not-so-subtle buying influences. To succeed in these business-to-business markets, UPS must do more than just move products from point A to point B for its customers. It must work closely and deeply with its business customers to become a strategic, problem-solving partner.
3.    How does the UPS story relate to the major concepts of Kotler & Armstrong Chapter 6 on business buyer behavior? The UPS story shows the complexities of business-to-business transactions and relationships relative to final consumer buying. It provides an excellent vehicle for exploring the nature of business markets, types of buying situations, buying participants and influences on business buyers, and the business buying process

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