American Express will do almost anything to build long-term customer loyalty and to capture customer lifetime value. Which of the following competitive marketing strategies is being pursued by American Express?
A) consumer capitalism
B) customer equity
C) product differentiation
D) product leadership
E) customer intimacy

Question

Quizplus · Accepted Answer

The strategy being pursued by American Express is customer intimacy, which involves building long-term relationships with customers through personalized assistance and service, focusing on customer satisfaction and loyalty, and capturing customer lifetime value. This is evident through the various customer loyalty programs, personalized rewards and incentives, and customer service initiatives implemented by American Express.

American Express Will Do Almost Anything to Build Long-Term Customer