From:
Subject: Ameri bed contain Case
The purpose of this memo is to discuss the American Express case and to offer captivate recommendations. The source of this information is merchandising: An Introduction; Gary Armstrong and Philip Kotler.
Background of PROBLEM
legion(predicate) of the marketing tools that American Express utilizes are becoming a challenge. The first challenge is the internet. The pop-up blockers and spam filters block the American Express “webisodes”. Secondly, television has expanded from the main three major networks to numerous smaller cable channels that serve a big customer base, therefore lowering the advertising effectiveness. Thirdly is rent marketing, with more credit card offers in the mail, the response cast has dropped to 2%. Lastly, telemarketing is almost non-existent due to the “Do non Call” list created by the Federal Trade Commission.
Marketing Alternatives
1- Market Penetration-To expand the Corporate Card usage for croak and other business expenses to large and small organizations.
a. Advantage: entrust be exposed to wider range of clients and services.
b. Disadvantage: Budget cuts in corporations leading to less business spending.
2- Partnership & Member Programs-Partner with mingled travel sources such as hotels and airlines to offer incentives for travelers using the American Express card.
a. Advantage: Will have more hazard to partner with other popular brand images (people and brands). Creates incentive to social function the American Express card more often.
b. Disadvantage: must(prenominal) be cautious of whom to develop a partnership with because it can lead to negative publicity.
3- Product Development-Create sassy products such as loans and retirement accounts for existing customers as well as new customers.
a. Advantage: Keep customers loyal to the brand by whirl different products. Can also expand...If you want to get a full essay, order it on our website: Orderessay
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