Analysis of Marketing Techniques used by American Express

Analysis of Marketing Techniques used by American Express

Length: 738 words (2.1 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
Analysis of Marketing Techniques used by American Express

American Express continues to attempt to expand its customer base, while at the same time trying to keep its reputation as a card of status. Its successful marketing tactics in the United States compared to the slow expansion into markets abroad show its lack 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 foreign expansion.

American Express has been known as a commodity to most business travelers. In order to build its customer base, other consumers need 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 even make travel plans via the Internet. The Internet site offers these options, as well as other services, such as on- line help and assistance for small businesses. American Express realizes the need for many consumers to save time and money, but 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 concerned with the satisfaction of its customers.

American Express has always been known for its benefits to travelers. Some of the new travel discounts; such as the “Bahamas Getaway” packages offer significant discounts for planning a vacation in the Bahamas through a travel agent. The catch 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 given to those who buy a package. Over $11 million in “Bahama Getaway” packages were sold in 1999. Other getaway packages are available to consumers all over the world. American Express has successfully 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 most consumers. Once again, American Express aims to please its customers.

With these successful ventures, it is difficult to imagine that American Express is struggling in many parts of the world.

How to Cite this Page

MLA Citation:
"Analysis of Marketing Techniques used by American Express." 123HelpMe.com. 15 Dec 2019
    <https://www.123helpme.com/view.asp?id=45663>.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

American Express Essay example

- American Express began as a freight forwarding company in the 1850s, then repositioned as a travel agency, a financial and consulting services company. By recognizing that technology has changed the way people communicate and transact with one another, American Express understands the scope and role of internet technology on the travel market. The corporation turned itself into the booming sector of online services and became an interactive business player in a wide array of services. Today, American Express, known as Amex, is a multi-billion dollar corporation that has reshaped its services and operates more than 1700 travel service locations in over 130 countries across the globe....   [tags: Business Analysis]

Research Papers
2658 words (7.6 pages)

Essay Measuring Customer Service at American Express

- Measuring Customer Satisfaction at American Express American Express is a world wide travel related service company. American Express works with both consumers and business with their financial planning as well as offers numerous amounts of credit card products and travel assistance. They have many products and services that are used throughout the world by consumers and businesses. As American Express moves towards the future, like most credit card companies, they want to be competitive and responsive to the needs of the consumer....   [tags: essays research papers]

Free Essays
1341 words (3.8 pages)

The Marketing Mix And Why Is It Useful As A Tool Of Analysis Essay

- What is the marketing mix and why is it useful as a tool of analysis. The main objective of this study is to demonstrate how the marketing mix applies to a product and why is an important tool of analysis. In this essay will discuss about the importance of the mix of marketing and analysis instrument by applying the mix of marketing in creating a strategy for the placing on the market of a new product. It will build a plan on the basis of the theories expressed by the specialists of the years 50 until today Marketing proposes to meet the needs and wishes of consumers ,satisfying them.But, knowledge of consumers is not quite a simple thing....   [tags: Marketing, Organic food, Distribution, Product]

Research Papers
1785 words (5.1 pages)

Starbucks And Dunkin Donuts : Marketing Analysis Essay

- Starbucks and Dunkin’ Donuts, produced from two different geographical locations, are two of the most popular coffee shops in the United States of America who share the same market niche and serve similar products. By examining two advertisements for the same product, we can identify aspects of the sales pitch that are intended to create an overall experience for the customer. Starbucks versus Dunkin’ Donuts: Who produced the best advertisement which will appeal to the most consumers. By examining the advertising perspective a little closer, we can compare and contrast the products in this popular market niche....   [tags: Starbucks, Coffee, Coffeehouse, Dunkin' Donuts]

Research Papers
910 words (2.6 pages)

Essay on The General And Specific Environment For American Express

- Introduction: This paper is meant to conduct an environmental scan of both the general and specific environment for American Express. Along with the examination of environments, an analysis of those environments and possible opportunities and threats will be further discussed. When analyzing the general environment of American Express, it will be covered in five sectors, which include demographics, technology, social-culture, economic and political-legal. "The competitive environment for AmEx is very challenging" (Associated Press, 2015); that is, there is a great deal of pressure on American Express....   [tags: Credit card, MasterCard, American Express, Credit]

Research Papers
1200 words (3.4 pages)

Marketing Techniques : Consumerism And Marketing Essay

- Consumerism and Marketing You ever truly think It is good for customers to be areas of the different marketing techniques that companies use to sell whatever their product may be. I have seen how this affects other people like myself throughout my life. Being a college football player has also given me new perspectives to look at with different ideas. Just because something is in a nice package does not mean that you need it or that the product will be to your benefit....   [tags: Need, Want, American football, Marketing]

Research Papers
1748 words (5 pages)

Selling The Invisible: A Field Guide to Modern Marketing Essay

- Selling The Invisible: A Field Guide to Modern Marketing Book Review: Harry Beckwith is the founder of Beckwith Advertising and Marketing. He has worked with four of America’s best 100 service companies, nine Fortune 500 companies, and many smaller business and venture-capitalized start-ups. Beckwith divides the book into eleven main topics and ends it with a “summing up”. The book mainly talks about what the marketers need to know to sell their services. This book begins with the main problem of service marketing....   [tags: Essays Papers]

Research Papers
2101 words (6 pages)

Essay about Marketing Techniques For Health Care Products

- Marketing Techniques for Health Care Products Health Marketing encompasses producing, collaborating, and conveying health information and interventions to consumers with to protect and promote the health strategies of a diverse populations (CDC, 2005). Health marketing and communication is an emerging field that relies upon traditional marketing models and values. Health Marketing works in conjuntion with many disciplines and functions to meet the health needs of diverse populations. The goals by healthcare organizations is to improve the quality of the services they offer, and consumer education is a first course of action to such an end Radulescu, V....   [tags: Marketing, Health care, Medicine, Healthcare]

Research Papers
768 words (2.2 pages)

Essay on Pony Express

- Pony Express On April 3rd, 1860, the Pony Express started. The first rider named Henry Wallace left St. Joseph, Missouri. On April 13th the last rider reached Sacramento, California. To become a rider you had to be a brave young man, and an orphan, because it was a dangerous job. They had to be very good riders, and able to shoot good. And they must not fear Indian attacks. Every rider had to ride sixty miles at very high speed. He had to travel the 60 miles with six different ponies and in six hours....   [tags: US History Pony Express Essays]

Research Papers
1199 words (3.4 pages)

Essay on Markering

- Markering Introduction Steve Case founded America Online (AOL) in pre-Internet days when the networking of various computer systems was rather informal and difficult for all but the highly computer-literate to accomplish. His goal was to make accessing these networks easy enough for anyone to manage. Though AOL has changed dramatically since those days, ease of use has remained a primary consideration in all changes visible to the user. Much maligned by the more "serious" services (and their subscribers) in the past, AOL has risen to be the industry leader despite challenges and the image of being the J.R....   [tags: GCSE Business Marketing BTEC Coursework]

Free Essays
576 words (1.6 pages)

Related Searches

The lack of appreciation and understanding of foreign consumers is the cause. In order to promote its charge card in Japan, American Express has tried to appeal to the elite. But as stated in the Marketing text, its charge card applications are found in the back seats of taxicabs. A more logical approach to soliciting the upper echelon in Japan would be to display applications in elite clubs, or to mail solicitations to high society neighborhoods. Making the application less available to the general public may be more appealing to the targeted market.

In Europe, American Express has been limited due to its high merchant fees, making businesses bypass the opportunity to work with American Express. American Express should offer a “trial membership” to merchants to entice them into offering consumers the ability to purchase with American Express cards. Possibly offering a discounted fee to new merchants may show the merchant how many new customers carrying the card will shop in the store . After the first year, the company can choose to continue with American Express at the regular fee, or cancel their membership. American Express has a very large customer base that travels. In order to have customers use their American Express card when visiting these merchants, American Express could offer either promotional travel in these areas, or discounts to cardholders that make purchases in these stores. Helping merchants promote their goods on a web site or a travel brochure can also help secure a new merchant.

American Express has developed several market areas to increase consumers’ usage of their card. With more consideration of the needs of merchants and consumers in each of these markets, American Express may be able to better expand its presence in the foreign market. With planning and analysis of what has worked in other markets, as well as what has worked for the competition in each market, American Express could build its merchant and customer bases worldwide.

SOURCES:

Etzel, Michael; Walker, Bruce; and Stanton, William, Marketing 11th Edition. New York: Irwin McGraw-Hill, 1997.

Permenter, Paris, “Falling for Nassau,” Travel Agent, August 7, 2000.
“American Express,” Hotel & Motel Management, August 14, 2000.
Return to 123HelpMe.com