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. 2. 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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