The offering

American Express and Costco have created a co-branded credit card for the small business market (see Figure A.10). The card, the American Express Costco Corporate Card for Small Business, is free with the purchase of a $45 Costco

Right-Sized Offering

Value-Added Service

No Customization

Right-Sized Offering

Value-Added Service

No Customization

Mass Marketing

Nontargeted

Targeted

Physical

One-to-One

Marketing

Marketing

Aggregator

Marketing

Figure A.10 American Express and Costco

Business Membership in the United States. In Canada, the card has a $59 membership fee but can be used in lieu of a membership card at all Costco outlets.

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