Business Resources for Marketing Intelligence

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Business Resources forMarketing Intelligence
Information TechnologyMKT 330

• Kate Randall Haley
• Librarian, Business Economics
• University of Massachusetts Dartmouth
• Claire Carney Library

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Key Points of Contact

• Business Economics Librarian
• Kate Randall Haley
• 2nd floor library, ext. 8670
• Krandall_at_umassd.edu
• UMass Dartmouth Library Reference Desk
• 2nd floor library, ext. 8678
• Reference_at_UMassD.edu
• Live Chat service

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Business Research Marketing Strategic Plans

• Company Analysis
• Industry Analysis
• Competitive Analysis
• Customer Analysis
• Financial Data

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Marketing Plans

• Strategies for the Green Economy Opportunities
  and challenges in the new world of business /
  Joel Makower exclusive market research by Cara
  Pike
• HF5413 .M45 2009
• Do it Wrong Quickly How the web changes the old
  marketing rules / Mike Moran
• HF5415.1265 .M6646 2008
• Powerhouse Marketing Plans 14 outstanding
  real-life plans and what you can learn from them
  to supercharge your own campaigns / Winslow
  Johnson
• HF6415.13 .J5878 2004

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Marketing Plans

• Marketing your business a guide to developing a
  strategic marketing plan / Ronald A. Nykiel
• HF5415.135 .N957 2003
• Marketing plans that work targeting growth and
  profitability / Malcolm H.B. McDonald, Warren J.
  Keegan
• HF5415.13 .M3154 2002
• How to develop a strategic marketing plan a
  step by step guide / Norton Paley
• HF5415.135 .P33 2000

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Business Information

• Devise a strategic marketing action plan using
  the process of environmental scanning.
• Library secondary resources are critical to this
  process.

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Business Information

• Choose a public company
• Assess industry trends
• Locate financial and market information
• Identify competitors
• Analyze consumer behavior trends
• Library resources are a combination of electronic
  and print materials. The E library is available
  24 hours a day.

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UMD Library Resources

• Library Course and Subject Guides
• Finding Business Information in the Library
• International Business Resources
• WWW Resources for Business Industry

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UMD Library Resources

• Library Articles and Databases
• Choose a public company
• Hoovers Company Records
• Mergent Online
• Industry Reports
• Standard Poors NetAdvantage
• Stock Reports
• Industry Surveys

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UMD Library Resources

• Identify technological, political-legal,
  economic, social-cultural and competitive
  environments using these resources
• ProQuest Direct
• ABI/Inform Global
• ABI/Inform Trade Industry
• ABI/Inform Dateline
• Massachusetts Newspapers
• National Newspapers

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UMD Library Resources

• RDS Business Reference Suite
• Business Industry Database
• Business Management Practices
• TableBase
• InfoTrac Search Bank
• General Business File

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UMD Library Resources

• Mintel Reports Market Research and Consumer
  Intelligence
• Company Directory databases
• CorpTech Explore database
• Reference USA Business

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Industry Analysis

• Industry overviews from Library databases and
  print reference resources

Standard Poors NetAdvantage Industry Surveys
Mergent Online Industry Reports Value Line
Investment Survey RESERVE HG 4501 .U26
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Industry Analysis
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Industry Analysis
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Industry Analysis

• Industry overviews Library databases and print
  resources

Update the information from SP and Mergent with
current articles from the ABI/Inform databases
Global, Trade Industry and Dateline from the
RDS databases Business Industry, Business
Management Practices, and TableBase and from
InfoTracs General BusinessFile.
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Industry Analysis
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Industry Analysis
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Industry Analysis
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Competitive Analysis

• Use ABI/Inform, RDS and InfoTrac databases to
  search for the specific competitors by company
  name that you identified from the industry
  overviews and focus on
• product development
• market trends
• pricing
• promotion
• distribution

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Competitive Analysis
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Competitive Analysis
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Competitive Analysis
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Competitive Analysis

• Use the company directory databases Reference
  USA Business and CorpTech Explore to search
  for specific competitors by company name,
  industry area, zip or area code, town, or state.
• Dont forget to start with the local telephone
  directory yellow pages for your most basic
  analysis.

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Competitive Analysis

• s

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Competitive Analysis
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Customer Analysis

• Use print Library resources to examine the
  characteristics of your potential customers.
• Demographics USA (County and Zip Code editions)
  REF HF 5415.1 .D46
• LifeStyle Market Analyst
  REF HF 5415.33 .U6 .L54
• Massachusetts Municipal Profiles
  DESK REF HT 123.5 .M4 M397
  
• Sales Marketing Managements Survey of Buying
  Power RESERVE HF 5415 .S342

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Customer Analysis

• Use Mintel Market Research and Consumer
  Intelligence database in addition to current
  articles from ABI/Inform, RDS and InfoTrac
  databases, as well as U.S. Census Bureau data to
  assess consumer behavior, trends and market
  influences.
• Mintel Reports
• ABI/Inform Global
• Business Industry
• Business Management Practices
• General Business File

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Customer Analysis
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Customer Analysis
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Customer Analysis

• Census Bureau data can include information on
  individuals from the Census of Population, or on
  industries such as County Business Patterns. Go
  to www.census.gov .
• The American FactFinder gives fast access to
  population, income, etc., using city or zip code
  searching, and offers detailed data as well. Go
  to the FactFinder home page.

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Customer Analysis
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Customer Analysis
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Financial Analysis

• Public company data is readily available. Use
  Library resources to retrieve more detailed
  information.
• Mergent Online
• 10K Description of Business, Management
  Discussion
• Standard Poors NetAdvantage
• Stock Reports
• Value Line Investment Survey RESERVE
  HG 4501 .U26

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Financial Analysis

• Mergent Online
• Use the EDGAR search feature to retrieve the most
  recent 10K download the Description of Business
  and Management Discussion sections in particular
• Standard Poors NetAdvantage
• Stock Reports on your company and on publicly
  held competitors give added value to your
  analysis

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Financial Analysis

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Financial Analysis

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Financial Analysis

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Financial Analysis

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Financial Analysis

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Financial Analysis

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Financial Analysis

• Private company data is more difficult to
  acquire. Use Hoovers and the directory databases
  to assess ranges of sales figures and numbers of
  employees for your privately-held competitors.
• Hoovers Company Records
• CorpTech Explore database
• Reference USA Business

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Financial Analysis

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Financial Analysis

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Financial Analysis

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Financial Analysis

• Use print Library resources to evaluate
  standardized balance sheet and income statement
  data as well as ratios for companies within
  various industry areas using NAICS codes.
• Leo Troy Almanac of Business Industrial
  Financial Ratios
  RESERVE HF 5681 .R25 A44 annual
• DB Industry Norms and Key Business Ratios
  RESERVE HF 5681 .R25 annual
• RMA Annual Statement Studies
  RESERVE HF 5681 .B2 R6 annual

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More information

• Questions??
• If you need to make an appointment
• Kate Randall Haley can be reached at
• Email Krandall_at_umassd.edu
• telephone [phone]
• the Reference Desk