There are five questions each worth 20 marks and i really need a good mark to boost my overall mark. This will be electronically checked for Plagiarism. Thanks Understanding consumers and their needs can be a challenge. As the United Kingdom population diversifies, and as consumers redefine their values and preferences, marketers work to provide relevant products and services that meet consumers changing needs and wants. For American Express, keeping up with environmental shifts translates into creating new marketing offers. American Express issued its first charge card in 1958. Within five years, it had more than 1 million cards in use. The company now offers more than 20 consumer cards, 14 small business cards, and customizable corporate cards. Some cards target very specific consumers. By targeting such specific consumers, American Express builds strong relationships with the right customers. Given the business challenges of the last few years, American Express must look for new ways to retain customers and enhance the value experience brought to them. Understanding consumers through marketing research is a vital part of this process. Your Task: Assume that you are the marketing research manager for American Express, one of the UKs leading Credit Card Companies. (www.americanexpress.com, www.americanexpress.com/uk) Q2. How has American Express been able to help consumers shift their attitude toward usage of the card? Is American Express taking a pro-active approach to managing its marketing environment? How? (20 Marks) Q3. Based on your knowledge of online buyer behaviour provide a proposal for an effective e-marketing campaign for American Express, using social media: Facebook, twitter, blogs etc. Critically discuss different ways to attract and retain consumers using different social media in the UK market. To answer this you may choose any two appropriate models of consumer behaviour. (20 Marks) Q4. Critically analyse and evaluate consumer and customer management practices adopted by American Express and how consumers react to individualised consumer – organisation interaction. (20 Marks) Q5. Discuss potential trends in buyer behavior in the credit card market over the next ten years. Identify companies in this sector which are responding well to the trends, and make recommendations how your company can update the way it engages with current and potential customers.
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