American Express

AMERICAN EXPRESS

Name

Institutional Affiliation

Abstract

American Express is an international company that offers global payment products and travel-related services. This paper has highlighted the type of products and services that the company deals with, examples of countries in which the company operates, a description of how the company has implemented its 4ps of marketing mix and the observed differences in the implementation of the marketing concept.

The American Express is a global services company that is headquartered in Manhattan, New York City. It deals in travel-related services, charge and credit payment card products and is best known for its charge card, credit card and traveler’s cheque around the world. The company also offers marketing and information management services to businesses which use its commercial payment tools and loyalty and rewards management services to its customers. It operates through four major reportable segments namely the U.S. Card Services, Global Commercial Services, International Card Services and Global Network & Merchant Services. Each segment deals in its own unique services and products. The U.S. Card Services segment provides a variety of card products and services to small businesses and consumers in the United States and travel services to card holders and also to other customers. The Global Commercial Services segment offers expense management services to organizations and companies around the globe while the International Card Services is a segment which provides proprietary cards to small businesses and consumers outside the United States. The last segment is the Global & Merchant services which operates a network of global payments that deal with processing and settling the proprietary and non-proprietary transactions involving cards. This segment also provides services and data, multi- channel marketing capabilities and programs and leveraging the closed-loop network globally. The main target...