Library Resources for MKT 201: Foundations of Marketing

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Library ResourcesforMKT 201 Foundations of
Marketing

• by
• Colleen Anderson, Reference Librarian
• canderso_at_bryant.edu
• Fall 2008

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Needed Information Components

• The NAICS Classification Scheme
• Environmental Scan
• Consumer Demographics/Buying Power
• Target Market Characteristics
• Locating current articles on companies,
  consumers, and markets
• Writing a Marketing Plan

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What is NAICS?

• The North American Classification System, or
  NAICS (pronounced Nakes), is a numerical
  classification system developed by the government
  to classify business establishments for the
  collection and analysis of data on the U.S.
  business economy.
• NAICS replaced the Standard Industrial
  Classification (SIC) System in 1997.

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Why is NAICS Useful to Marketers?

• Marketers, entrepreneurs,and sales people use the
  NAICS code to locate number of competitors, total
  sales receipts, industry concentration ratios,
  and other information located on the 2002
  Economic Census site or on a subscription
  database such as ReferenceUSA.
• Mergent Online displays the primary NAICS code
  for particular companies.

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The Environmental ScanEconomic Conditions

• Trends Projections
• (on Standard Poors NetAdvantage)
• see the economy section in the lower left
  corner of the page. Trends Projections provides
  a semi-monthly overview of economic conditions in
  the U.S. economy.
• Economic Indicators
• economic information on prices, wages,
  production, business activity , and more.

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The Environmental ScanEconomic Conditions

• Economics Page. The Conference Board.
• access to economic indicators, economic
  research, consumer research, and the economic
  outlook.
• Figures of the Week and The Week Ahead
• in Business Week magazine held at Reference
  Desk.
• a summary of market, index interest rate
  performance during the week.

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The Environmental Scan Industry Overview and
Forecast

• Standard Poors Industry Surveys
• (on Standard Poors NetAdvantage)
• (under Quick Links on the right side of the
  page). overviews, trends, forecasts and data for
  approximately 50 industries.
• IBIS World Industry Market Research
• industry conditions, performance, and outlook
  for hundreds of industries.
• Hoovers Industry Profiles
• a fact sheet, selected companies, industry
  watch, news and web resources on assorted
  industries.

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The Environmental Scan Competitors

• Business Rankings Annual
• rankings of products and companies within
  industries. Arranged by subject with company and
  SIC code.
• Competitors and Competitive Landscape
• (in Hoovers Academic)
• run a company search and click on the company
  name. From the left bar menu, select competitors
  for a list of competitors in the industry and
  competitive landscape to view a ratios
  comparison for leadingcompetitors, the industry,
  and the market.

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The Environmental Scan Competitors

• Market Share Reporter
• a compilation of market share data taken from
  trade and business magazines and journals.
  Includes companies, products, and services.
• ReferenceUSA
• search this database of 13 million companies to
  locate competitors within an industry and
  specific geographic areas.

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Locating Consumer Demographics and Buying Power

• Community Sourcebook of Zipcode Demographics
  demographics for zipcode areas arranged by
  states. Includes data for households race, age
  and gender distributions household income and
  spending potential indices.
• Demographics USA. County Edition.
• demographic and economic data (including
  Effective Buying Income) organized bystate and
  regional summaries.

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Locating Consumer Demographics Buying Power

• American Factfinder
• data from the U.S. Census Bureau. Provides
  easy access to community data with general,
  social, economic, and housing characteristics.
• Consumer Expenditure Survey
• data and information on the buying habits of
  American consumers. The survey includes data on
  the consumer unit (families and single
  consumers), their income and expenditures. The
  data is collected by the U.S. Census Bureau using
  two surveys the quarterly Interview Survey and
  the Diary Survey.
• National Retail Federation
• The NRF is the major trade association for the
  retail industry.  Click on the Industry
  Information tab to view consumer trend data and
  retail industry research.  Some data is available
  for free to non-members.

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Locating your Target Market

• MediaMark Reporter
• Sign up for a free account to get a user
  password sent to you in your email. This product
  provides demographics of users of particular
  products.Using the MRI you can also obtain
  subscription data for selected magazines.
• Simmons Choices 3Another product useful for
  locating demographics for product and media
  usage. This is a CD-ROM product located on a
  terminal next to the reference desk. Please ask
  a reference librarian for assistance before using
  this product.

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Target Market Characteristics

• Best Customers Demographics of Consumer Demand
• locate the best customers for hundreds of
  individual products and services.
• Lifestyle Market Analyst
• lifestyle information on hobbies and activities
  popular in each geographic and demographic market.

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Target Market Characteristics

• Generation X Americans Born 1965-1976
• Kidfluence the Marketers Guide to Understanding
  and Reaching Generation Y---Kids, Tweens, and
  Teen
• Latino Boom! Everything You Need to Know to
  Grow Your Business in the U.S. Hispanic Market
• American Women Who They Are and How they Live
• Tillion-Dollar Moms Marketing to a New
  Generation of Mothers

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Locating Current Articles on Companies Proquest
Company Search
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Locating Current Articles on Companies EBSCO
Company Search
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Locating Current Articles on Consumers/Customers
Proquest Search
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Locating Current Articles on Consumers/Customers
EBSCO Search
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Locating Current Articles on Markets Proquest
Search
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Locating Current Articles on Markets EBSCO Search
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How to Write a Marketing Plan

• How to Market and Price U.S. Small Business
  Admin.
• advice on how to define your business,
  customers, marketing objectives, and budget.
• BOOKS
• Powerhouse Marketing Plans 14 outstanding
  real-life plans and what you can learn from them
  to supercharge your own campaigns
• Marketing Your Business A Guide to Developing a
  Strategic Marketing Plan
• Marketing Planning Guide

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Need Help? Librarians Have Answers

• Colleen Anderson, Economics Business
  Librariancanderso_at_bryant.edu401-232-6299 or IM
  a Librarian
• Text us! 401.595.7306
• Subject SpecialitiesAccounting - Business -
  Company Information - Economics - Finance -
  Industry Information - International Marketing -
  Labor - Marketing - Management - Small Business -
  Tax

For more marketing Resources see the Marketing
Subject Guide !