1. Why doesn’t Evo need to tailor its marketing to different countries?

Do you agree with their decision to present one marketing message? Why or why not?

The ski and snowboard community is relatively small, so Evo—the Seattle-based snowboard, ski, skateboard, and wakeboard store—is always looking to maximize their exposure, and that means crossing borders and going global. The company started as an online outlet, selling closeouts and used gear to bargain hunters. Over the years, they have expanded their offerings to include first-quality new stuff, trips to exotic locales, and a retail store in Seattle. “There’s a ton of really exciting things that happen here at a regional level that have an impact on the global community,” says Molly Hawkins, in charge of brand and events marketing at Evo. One of the most effective ways they reach their consumers is through advertisements and editorial pieces in the top snow sports magazines. Publications such as Freeskier Magazine, Powder, and The Ski Journal all have international circulations.