Hello,

can someone help me with these 3 questions I have for UPS.

UPS is the world's largest package delivery service.Its core business, however, has been small package transportation and delivery.UPS expanded into new services including customized supply chain, information, and financial product solutions.The challenge facing UPS is to reposition the company into a new marketspace it calls "synchronized commerce," using a comprehensive integrated marketing communications (IMC) program.The program includes a new logo, a retail presence created by its 3,300 UPS Stores, the "What Can Brown Do For You?" advertising campaign, a comprehensive website, and many other promotional, personal selling, and public relations elements.

1. Explain the importance of the subtle UPS logo change. How does this relate to brand personality?
2. What are the advantages of UPS using a global marketing strategy?
3. Describe how UPS must alter its message based on the following segments. Why is it important to differentiate among these segments?

• Shipping decision maker
• Front-office decision maker
• Shipping decision maker
• Small business decision maker
• Senior-level decision maker
• End-consumer