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The Marketing Environment For REI

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The marketing environment for REI is immensely complicated. While some aspects of marketing, including price, promotion, product and place is within the company’s controls, other external factors are not. Factors external to REI’s control include local and global economic factors, legal and regulatory forces, socio-cultural trends, and technology.
Major elements of the U.S. economy affecting REI’s retail operations include consumer confidence, interest rates, and inflation. All three elements either stimulate or depress consumer spending. Low consumer confidence, high interest rates, or rising inflaction, place pressure on companies to lower prices, which has a negative impact on sales margins.
The economic performance of global markets as well as geo-political influences directly affects U.S. consumer sentiment and suppresses consumer spending. Current examples include the economic instability in Greece and China. …show more content…

based company, REI is required to adhere to all U.S. laws and regulations. This includes financial laws and regulations, including local, state, and federal tax laws, and federal trade laws. As an employer REI has to abide to labor laws, which governs, amongst other, Labor Standards, Workplace Safety and Health, and Employee Benefits. Furthermore, REI is required to comply with the Americans with Disabilities Act (ADA) of 1990, which prevents workplace discrimination and guarantees equal opportunities for disabled workers.
The incredible pace of technological advancement is a challenge for all companies. In recent years, the greatest growth was seen in mobile devices, which challenges companies, like REI, to keep up with consumer demands. With mobile devices, customers want to interact with companies on their terms. Companies, like REI, can respond by offering personalized marketing directed at users of mobile devices. Mobile devices are also leading the charge for new payment methods, NFC enabled devices and mobile

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