Develop an organizational profile for a company's marketing environment and a short analysis of the value of secondary sources. There is no page limit for this assessment.
For this assessment, refer to the REI Case Stude. In addition, conduct independent research to develop a case study based on REI.
Your research resources should include the REI organization's web site, but you are also expected to use information about REI that has been gathered by organizations that are devoted to marketing research. These organizations are referred to as secondary resources. A short list of secondary sources is provided below. Use these sites to get your research started. You are encouraged to explore further secondary sources.
Conduct your research on REI, focusing on the following topics:
Organizational Profile Development
Based on your research, develop an organizational profile for REI's marketing environment, analyzing the key environmental factors of the U.S. economy, global economy, legal and regulatory environment, socio-cultural forces, and technological forces.
REI Case Study. Retrieved from http://www.rei.com
The following optional resources are provided to support you in completing the assessment or to provide a helpful context.
Ruskin-Brown, I. (2006). Mastering marketing (2nd ed.). London, GBR: Thorogood Publishing.
McDonald, M., & Wilson, H. (2011). Marketing plans: How to prepare them, how to use them (7th ed.). Hoboken, NJ: Wiley.
Kermally, S. (2004). Gurus on marketing. London, GBR: Thorogood Publishing.
Clark, K. (2000, June). Feeling the heat. Chain Store Age, 76(6), 60–62.
Access the following resources by clicking the links provided. Please note that URLs change frequently. Permissions for the following links have been either granted or deemed appropriate for educational use at the time of course publication.
Marketing Power, Inc. (2013). American Marketing Association. Retrieved from http://www.marketingpower.com/Pages/default.aspx
Hoover's, Inc. (2013). Hoovers. Retrieved from http://www.hoovers.com
The Ad Age Group. (2014). AdvertisingAge. Retrieved from http://adage.com
Direct Marketing Association. (2013). DMA: Advancing and protecting responsible data-driven marketing. Retrieved from http://thedma.org
Concept Marketing Group Inc. (2013). Concept Marketing Group. Retrieved from http://www.marketingsource.com
Secondary Marketing Resources
The following Web sites are recommended as secondary sources for your research on the REI case study.
National Sporting Goods Association. (2013). NSGA. Retrieved from https://www.nsga.org/
Sports and Fitness Industry Association. (2013). SFIA. Retrieved from http://www.sfia.org
Internet Archive. (2013). Wayback machine. Retrieved from http://archive.org/web/web.php
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