1. Visit the American Express web site (www.americanexpress.com) to learn more about the different cards that American Express offers. Select three of the macro environmental forces discussed in the chapter. How do the different card options reflect the changes in those forces?
• The three macro environmental forces are the following:
Demographic Environment: American Express issued their first card back in 1958. They only had one card for everyone. But as time changed, population increased and so did the consumer needs. American Expressed produced different cards to meet consumer needs. American Express offers many different card options for personal and business use, as well as cards geared towards the young, and wealthy. Economic Environment: American Express has adjusted its marketing trends with the changing economy. They generally do not influence any law, it is continuously changing, therefore becoming flexible in order to adapt to the changing environment and customer demands. They have developed cards for personal use, travelling, business purposes and this gives customers a vast choice to choose for their different spending types. Technological Environment: Although there may be competition and rivalry in a market, Globalization means that there is always the threat of substitute products and new competitor. With a wider environment and constant change, the marketer’s need to compensate for changes in culture, politics, economics and technology. American Express has given their customers the following technological benefits; financial flexibility and extraordinary rewards.

2. What sections of the website reflect American Express’s efforts to deal with the various publics in its microenvironment?
• American Express does a great job with their efforts to provide their wide variety of options for different people. They have a section for your own account, different types of cards, business options, and rewards for using their cards, for travel and entertainment. By offering this extensive variety of services it allows its users to get to the information needed faster and more conveniently. American Express also features in magazines, newspapers, radio and television. The company offers excellent customer service and provides full security and privacy to cardholders. Including fraud protection guaranteed.

3. Is American Express taking a proactive approach to managing its marketing environment? How?
• Yes, American Express is taking a proactive approach to managing its marketing environment. American Express has focused on reinventing its marketing organization along these lines. It has an R&D group dedicated to develop ideas that help extract as much value as possible from the company’s entertainment and media partnerships. They created internet webisodes reinforcing the message to use the American Express card anywhere juts like Jerry. The webisodes showcased Jerry Seinfeld using the American Express card for daily usage like fuel, food and not necessarily emergency situations as most people thought credit cards were for. This changed the way many people saw American Express cards, therefore changed the cards usage.