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Week 2 Consumer Behavior

Decent Essays

1. What led UPS to pursue an integrated marketing communications approach? What was the promotional objective as it repositioned itself in the "synchronized commerce" marketspace? UPS has been in the package delivery business for 95 years, providing services to businesses and consumers worldwide in more than 200 countries. In 1994, UPS began to investigate the potential of e-commerce and started an internal group focused on enabling e-commerce. UPS redefined its core business and found ways to change its structure and processes, forming new businesses to take advantage of new opportunities. UPS was interested in finding ways to leverage their extensive infrastructure and expertise in basic transportation of goods, services, and …show more content…

When UPS redefined its core business, the description included the transportation of goods, but also funds. They wanted a way to leverage their expertise and infrastructure to transfer funds entities. UPS has always dealt with COD payments, credit assessment, billing , and cash flow. With the advent of electronic signatures, it 's easier to move such services online, and provide that as another service to their B2B customers. UPS has even started UPS Capital, which provides working capital to small businesses. UPS Capital has also applied the Internet to its business, developing online COD receivables-management products and cutting customers ' COD receivables wait from two weeks to two days. With some different service and is a Global brand name in many different markets; therefore it is important for UPS to have different marketing approaches to help UPS to enter each market and develop the services better. UPS worked on the market targeted to understand the customer behavior in to following criteria: shipping decision makers; front office decision makers; small business decision makers; senior level decision makers. They are the different segments of the market where mostly the consumer is using the services from UPS. In 2004 they used four segments of the target market to identify business opportunities. It was important to create consumer brand building so that message could be tailored to all the market potentially available

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