How do customers determine value?
Do you think consumers see REI products as high value? Explain your position.
What is REI's Target Market(s)?
How does REI leverage elements of the Marketing Mix to successfully reach this Target Market?
What are the concerns and determinations that are dealt with in developing a Corporate Strategy?
What can you say about REI's Corporate Strategy based on the company mission statement?
REI's mission statement:
We inspire, educate and outfit for a life time of outdoor adventure and stewardship.
What is a Sustainable Competitive Advantage?
Do you think REI has created a sustainable competitive advantage with its corporate strategies? Explain your position.
Which of the six environmental forces discussed in Ch. 3 most impact REI's market opportunity? Explain your position.
What is Buying Power?
Why would Buying Power be of concern for REI?
What are the three major categories of Social Responsibility Issues?
Which of these do you think REI tends to the most? Explain.
What is the difference between Marketing Ethics and Social Responsibility?
What has REI done to create an ethical business operation? Explain your position.