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Essay / Research Paper Abstract
A 5 page paper discussing product mix and product advantage at Amy and Air Force Exchange Services (AAFES), the company that operates post exchange (PX) stores on military bases and wherever US military personnel are found. Because AAFES sells to military families only, its primary target markets are military personnel within the United States; military personnel outside the United States; and retired military personnel no longer on active duty. The paper discusses its concentration on food, electronics and household items. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgAAFESprod.rtf
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Unformatted sample text from the term paper:
Amy and Air Force Exchange Services (AAFES) is the company that operates post exchange - PX - stores on military bases and wherever US military personnel are found. It
was reorganized in the 1950s to take on its current form. Its motto is "We go where you go," and AAFES strives to uphold that motto. It sells
groceries, prepared food and consumer goods to members of the armed forces and their families at prices much lower than those available to the general public and requires proof of
military association for purchases. Because AAFES sells to military families only, its primary target markets are military personnel within the United States; military personnel outside the United States; and
retired military personnel no longer on active duty. 1. Product Categories AAFES offers a wide range of products and maintains complementary relationships
with companies offering products it does not regularly carry. Overall, however, AAFES primary product categories can be defined as being food, electronics and household items. Food
This product category encompasses items available in any large supermarket with complete deli and similar sections. The purpose of this category is to provide military
families with the opportunity to have and use the same items and the same brands available to civilian families. It includes those routine items that all military personnel were
familiar with before joining the military. For those within the United States, food products offer military families the opportunity to enjoy their favorite products and brands at prices much
lower than at other retailers. For those outside the country, the food products carried by AAFES enables military personnel and their families to have full access to familiar items
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