Write an analysis that compares the integrated marketing strategies of REI with those of a competitor company. There is no page limit for this assessment.

The focus of a marketing program is on summarizing the essence of the product or service through an integrated marketing effort. An integrated effort includes a thorough analysis of the company, the competition, and the customer requirements. The product line management uses design, product positioning, and other elements to present a unique set of values in the customer’s mind, either carving out a niche or maintaining market share leadership over competitive products.

By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria:

  • Competency 1: Examine the basic marketing models for a business or organization. 
    • Compare product strategies of different companies with the same product category.
    • Compare distribution strategies of different companies with the same product category.
    • Compare price strategies of different companies with the same product category.
    • Compare promotion strategies of different companies with the same product category.
  • Competency 2: Relate the importance of an integrated marketing program to the economic impact of a business. 
    • Assess how an integrated marketing program contributes to a company’s economic success.
    • Assess how an integrated marketing program of a competitor company contributes to the competitor’s economic success.
 
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