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1) Using what you have learned from your reading this week, research REI and develop a profile of its marketing environment. Use the REI Marketing Environment Worksheet to develop your analysis. Submit your worksheet to the assignment area.
2) Search the Internet for two REI competitors. Analyze each competitor’s overall positioning in the market. How closely does each company appear to match REI and its product lines?
Write a comparison for each competitor’s site. Include your best guess of each competitor’s target market segment, based on the information provided on its Web site and the competitor’s product line.
As part of your comparison, include a rating (your perception) of the priority of each item to customers (1–5, with 1 being the highest), and the importance for REI to address each item (1–5, with 1 being the highest)