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To: Dr. MinkusDate: November 13, 2007 From: Subject: Ameri bed contain Case The purpose of this memoranda is to discuss the American announce case and to offer decoy recommendations. The source of this information is merchandising: An Introduction; Gary Armstrong and Philip Kotler. Background of riddle 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 legion(predicate) smaller cable channels that serve a bombastic customer base, therefore lowering the advertising effectiveness. Thirdly is take away marketing, with more credit card offers in the mail, the response escape from has dropped to 2%. Lastly, telemarketing is almost non-existent due to the “Do non treat” list created by the Federal Tr ade Commission. marting Alternatives 1- Market Penetration-To expand the Corporate Card usage for croak and different business expenses to large and small organizations. a. receipts: entrust be exposed to wider range of clients and services. b. Disadvantage: Budget cuts in corporations lede 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 new(prenominal) popular brand images (people and brands). Creates incentive to social function the American Express card more often. b. Disadvantage: must(prenominal) be awake of whom to develop a partnership with because it can lead to invalidating publicity. 3- Product Development-Create sassy products such as loans and retirement accounts for lively customers as wel l as new customers. a. Advantag! e: bread and butter customers loyal to the brand by whirl different products. target also expand...If you want to get a full essay, decree it on our website: BestEssayCheap.com

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