Scenario 8-4 American Express Is Dissatisfied with the Degree of Penetration of Penetration

question 62

Multiple Choice

Scenario 8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.
-(Scenario 8-4) Within various sections of the _______ portion of its advertising plan,American Express explains how and why Visa has been more successful at penetrating the small business market because of lower fees.

• A) evaluation 
• B) execution 
• C) strategy 
• D) situation analysis

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Definitions:

Print Speed

The rate at which a printer can produce pages, typically measured in pages per minute (PPM).

P-Value

In statistics, a measure that helps determine the significance of results obtained in hypothesis testing, indicating the probability of observing the given or more extreme results if the null hypothesis is true.

Wire Resistance

A measure of the opposition a wire offers to the flow of electric current, typically influenced by the wire's material, length, and cross-sectional area.

Electrical Engineer

A professional specializing in the design, development, and maintenance of electrical systems and components.