Analysis of Marketing Techniques used by American Express :: GCSE Business Marketing Coursework

Analysis of Marketing Techniques use by American Express American Express continues to attempt to overdraw its customer base, while at the same time trying to hap its reputation as a taunt of status. Its successful marketing tactic in the United States compared to the slow expansion into markets abroad show its neglect of consideration of the differences of these markets. By preparing a more decisive plan as to what type of consumers to target and what products to push in each of its market areas, American Express could have a much greater success with contrasted expansion.American Express has been known as a commodity to nearly business travelers. In order to build its customer base, other consumers neediness to see the card as an indispensable convenience in their lives. American Express offers convenient methods to obtain account information, pay bills, find discounted products, and raze make travel plans via the Internet. The Internet site offers these option s, as well as other service, such as on- line help and assistance for undersize businesses. American Express realizes the need for many consumers to save time and money, merely to still feel important and respected. The ingenuity and thought put into the services offered on the web site shows that American Express is genuinely relate with the satisfaction of its customers. American Express has always been known for its benefits to travelers. Some of the sensitive travel discounts such as the Bahamas lam packages offer significant discounts for planning a vacation in the Bahamas through a travel agent. The crack is that one must charge it on the American Express card to get the discounts. Coupon books that offer discounts at many shops, restaurants and attractions are tending(p) to those who buy a package. Over $11 million in Bahama Getaway packages were sold in 1999. Other getaway packages are available to consumers only over the world. American Express has su ccessfully used this marketing strategy, as it realized that consumers want an opportunity to enjoy an exotic vacation, while at the same time, getting value for their dollar. Saving money is important to approximately consumers. Once again, American Express aims to please its customers. With these successful ventures, it is difficult to count on that American Express is struggling in many parts of the world.