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CIM Assessment - Assignment Example

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This paper "CIM Assessment" concerns the continuous shift in the definition of marketing, especially in the present era. Marketing is no longer product-centric but has become customer-centric. The whole concept of marketing revolves around the consumers, their needs and their satisfaction level…
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CIM Assessment
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Download file to see previous pages American Express is basically a company engaged with business in the sector of financial services. It is mostly known for its charge, credit cards, and traveler’s cheque. Though the company is engaged in a lot of diversified businesses, it is the financial services that have won a wide reputation for the company. It has a worldwide presence and its cards are accepted primarily in each and every nation of the world. The growth of the business in the recent past has been high spirited and from the trends, it can be figured out that the business will be doing well in the future too. But as it is widely known that business always operates in a situation of uncertainty, thus the organization has to regularly redefine itself and its services with a more customer friendly approach.
Oxfam and American Express have widely varied business adaptabilities and modules in place, but in the present business scenario there are no hard and fast rules of undertaking a particular business decision and thus the American Express can immensely benefit by the approach of Oxfam in the recent challenging phase which has brought them greater success. Customer groups can be segregated under many criteria but one of the major criteria is of the income level. It has been generally seen that those customer groups with lower income generally indulge less in charities and donation whereas the customer group with a higher level of income generally gives away more in charities and donation. The reason behind it is simple; generally, the charities and the donations are being made from the savings of an individual. In the case of the lower income group, they find it hard to meet their ends and have no or fewer savings at their disposal whereas, in the case of the high-income groups, they have greater income as well as greater savings with which they undertake the charities. In the case of American Express too, it is the higher income group who possesses the services of the charge and the credit cards basically in the developing and the third world countries than the people falling under the lower income group (Czepiel, n.d.). ...Download file to see next pages Read More
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