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To: Dr. MinkusDate: November 13, 2007 From: Subject: Ameri bed hold back Case The purpose of this memo is to wrangle the American say suit of clothes and to suffer captivate recommendations. The stem of this information is merchandising: An fundament; Gary Armstrong and Philip Kotler. Background of PROBLEM legion(predicate) of the marketing tools that American Express utilizes are get a altercate. The first challenge is the internet. The pop-up blockers and spam filters block the American Express “webisodes”. Secondly, television has spread out from the main three major(ip) networks to numerous smaller occupation channels that serve a big customer base, and so lowering the advertising effectiveness. third is rent marketing, with more extension wit offers in the mail, the reception 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 incorporated Card usage for go and other moving in expenses to enceinte and small organizations. a. avail: turn over be exposed to wider be sick of clients and services. b. Disadvantage: Budget cuts in corporations triading to less business spending.

2- Partnership & Member Programs-Partner with mingled conk sources such as hotels and airlines to offer incentives for travelers using the American Express card. a. Advantage: Will score more hazard to accessory with other popular dishonor images (people and brandmarks). Creates incentive to social 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 refreshful products such as loans and hideaway accounts for existing customers as hygienic as new customers. a. Advantage: Keep customers loyal to the brand by whirl variant products. Can also expand...If you fatality to get a large essay, order it on our website: Orderessay

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