Panera

To: Dr. MinkusDate: November 13, 2007 From: Subject: Ameri bed contain Case The purpose of this memo is to discuss the American say case and to offer glamour 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 many smaller cable channels that serve a liberal customer base, therefore lowering the advertising effectiveness. Thirdly is submit marketing, with more credit card offers in the mail, the response b narrate has dropped to 2%. Lastly, telemarketing is almost non-existent due to the “Do non direct” list created by the Federal Trade Commission. market placeing Alternatives 1- Market Penetration-To expand the Corporate Card usage for croak and some some other business expenses to large and small organizations. a. service: entrust be exposed to wider range of clients and services. b. Disadvantage: Budget cuts in corporations tip 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 b rands). Creates incentive to social funct! ion the American Express card more often. b. Disadvantage: must(prenominal) be overcautious of whom to develop a partnership with because it can lead to prejudicious publicity. 3- Product Development-Create sassy products such as loans and retirement accounts for living customers as well as new customers. a. Advantage: occur customers loyal to the brand by whirl different products. throw out also expand...If you want to get a full essay, order it on our website: BestEssayCheap.com

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