Solved

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

question 50

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) American Express has decided to do a specific type of analysis that focuses on reach,frequency,time frame,production costs,media expenditures,and other specific elements.These factors are always included in a(n) analysis.

Definitions:

Economic Profits

The difference between a firm's total revenue and all costs, including both explicit and implicit costs, representing the excess over the opportunity cost.

Monopoly

A market structure characterized by a single seller, selling a unique product in the market. In a monopoly market, the seller faces no competition, as he is the sole seller of goods with no close substitute.

Competitive

Pertaining to a market condition where multiple sellers are vying for the attention and business of buyers, often leading to better quality and prices.

Average Total Costs

The sum of all production expenses (both fixed and variable) divided by the total quantity of units created.