Ch.7 Business Marketing

     Business, is American Express primary target makert. I figured this out as i was researching for previous blog posts. I noticed that American Express is a business-oriented company somehow, even though  their cards can be used for personal use also. Everytime that AMEX launches a new card for personal comsuption such as Jet Blue Rewards Card, they will later come out with a business card for the same segment (travel), for example, Jet Blue Business Rewards Card. So, American Express is aware that business is everywhere, and that even though a consumer uses their card for personal use, they are still  getting involved with business because the consumer is making a purchase to a retailer or company.

     American Express offers their cards to merchants, providing them an opportunity to develop their business by accepting American Express cards. By doing so, American Express cardholders would probably buy goods and services in those business that accept the AMEX cards. Therefore, they will both have advantage to that strategy. They also use online marketing to engage their target business audience online, which is, OPEN Small Business: a network to provide insights, interactions, and share information with those that are running a small business. For corporations, they provide different corporate card programs, depending on the needs and wants of your business/corporation.

Ch.8 Segmenting & Targeting Markets

  American Express targets businesses in three segments: merchants, corporations, and small businesses. It has developed distinct marketing programs for each segment.

   In the merchants segment, American Express focuses on convincing new merchants to accept the card and on managing relationships with those that already do. For larger corporate customers, the company offers a corporate card program, which includes extensive employee expense and travel management services. It also offers this segment a wide range of asset management, retirement planning, and financial education services.

  Finally, for small business customers, American Express has created the OPEN: Small Business  Network, “the one place that’s all about small business.” Small business cardholders can access the network for everything from account and expense management software to expert small business management advice and  connecting with other small business owners to share ideas and get recommendations.

Gender Segmentation

   Research by American Express revealed that women viewed credit card as a male-specific product. In an effort to expand its cardholder base, American express focused on women as the most promising target market, so they initiated an advertising campaign to attract new female cardholders. The approach succeeded.  Now, almost 50 percent of new American Express cardholders are women, compared to 29 percent when the campaign began.

Ch.11 Developing and Managing Products

   To compete effectively and achieve goals of an organization, the organization must be able to adjust its product mix. Need to understand competition and customer attitudes and preferences.

  When you are developing your product, you are, in essence, developing a marketing program. If you view your product as an extension of your marketing efforts, chances are your business will be far more successful.

   Each day, American Express makes it easier, safer and more rewarding for consumers and businesses to purchase the things they need and for merchants to sell their goods and services. An engine of commerce, American Express provides innovative payment, travel and expense management solutions for individuals and businesses of all sizes. Most of all, they help their customers realize their dreams and aspirations through industry-leading benefits, access to unique experiences, business-building insights, and global customer care. We enable our customers to do and achieve more.

Graph Card Development

American Express Holiday Promotion - 2011

Transact with American Express Foreign Exchange to earn an entry into the draw

Each eligible American Express Foreign Exchange transaction over AU$1,000 made at participating Credit Unions, gives you the chance to WIN a travel voucher worth $5,000.


Simply transact and register any of the following foreign exchange transactions:

• Buy or sell foreign currency in the form of cash, travellers cheques, or load money onto an American Express GlobalTravel Card^
• Plus every foreign currency telegraphic transfer or bank draft gives you a double entry into the draw.

American Express is Big on Small Business

    For American Express cardholders, the credit card deals are online -- or at least start there.
Its Cyber Week promotion: 50 different offers will be available at a 20% discount from partners such as Banana Republic, Sony, Tumi and Cuisinart from Nov. 21 to Nov. 30 through the Membership Rewards website.
    On Nov. 26, American Express will reward customers who shop at small businesses with their American Express cards. Card members will receive a $25 statement credit when they spend $25 or more at a qualifying small business. Cardholders can register their cards for this promotion through the Small Business Saturday Facebook page in early November, says American Express spokeswoman Melanie Backs.

Ch.16 Integrated Marketing Communications

   I have always believed that a well-conceived and executed brand is more than a marketing communications message. It is an internal unifying force throughout the ranks of a company.

  New technologies and new channels have opened up new opportunities for marketers to reach out to customers. Amererican Express Internacional will highlight the key considerations in employing interactive marketing as part of the Integrated Marketing Communications plan. Also, Public Relations is one of the most cost efficient means to reach out to your target customers

  How do you ensure your company speaks with one compelling voice, a voice that is consistent throughout all channels? You can find out from American Express on the foundation for developing an effective marketing and communications strategy, including gaining consumer insight to determine how you should position your brand and differentiate yourself from your competitors.

  American Express has a Travel Related Service Company as well, providing integrated marketing communications; brand identity program for new business launch and re-branding of an existing program including logo creation (to meet corporate guidelines), stationery, legal and technical (conversation rates of 13% to 51%); sales contest; quarterly newsletters; telemarketing training modules in print/CD.

  Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of consumers, developing a product or service that satisfies these needs, offering it at a certain price, making it available through a particular place or channel of distribution, and developing a program of promotion or communication to create awareness and interest.

Advertising

Public Realtions

Sales Promotion

Personal Selling