п»їSubject: Promoting assignment (video case- American Express)
Time: 14th June 2009
Identity: Farzana Farooq
Student ID: 0810127
1 . Select three of the macro environmental pushes discussed in the chapter. How does American Exhibit adjust the marketing mix in response to trends within all these factors?
Three macro environmental factors would be the following:
Market environment: American express have been since the seniors time and in which period that they just utilized to offer 1 product (card) but as period changed, the people increased, the need of the consumers changed, the organization produced several cards several needs of the customers. Economy: American communicate company provides adjusted their marketing styles with the changing economy; it is updated about the new design in customer spendingand has introduced many new greeting cards to catch up with the demand from the customers. They have card for personal, travelling, businesses purposes which gives buyer a vast decision to choose for their different spending. Technological environment: American communicate has offered card people the following technical benefits Economical flexibility: members can access internationally,
Extraordinary benefits: members get absolutely gifts following earning enough rewards.
2 . How does American Express deal with the various banal in its tiny environment? American express relates to following techniques:
Media banal: American exhibit features in gossip columns, newspapers, a radio station and televisions. Financial open public: American exhibit is a well used and popular company around the world, therefore it can obtain funds. c vfdgvfbg Citizen-action publics: the business has well customer service; it offers full secureness and privacy to the customers. E. g. Fraud Protection Grantee, with this system this grantees buyers that they are safe and sound from any cheats or perhaps fraud.
a few. Is American express going for a proactive approach to managing the marketing environment? How? Yes, it...