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

question 19

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 the ____ portion of its advertising plan, American Express suggests that the most important outcome of the campaign will be for Visa customers to start to switch to American Express in this market segment.

Definitions:

Observer Bias

The distortion of measurement or perception due to the personal beliefs, expectations, or experiences of the researcher or observer.

Unusual Problems

Issues or difficulties that deviate from what is typically encountered or expected in everyday life or in standard diagnostic frameworks.

Uncommon Disorder

A rare or infrequent medical or psychological condition that affects a small percentage of the population.

Research-Supported

Refers to approaches or treatments that have empirical evidence demonstrating their effectiveness.