mkt 330 - marketing intelligence
DESCRIPTION
TRANSCRIPT
Business Resources for
Marketing Intelligence & Information
TechnologyMKT 330
Kate Randall HaleyLibrarian, Business & EconomicsUniversity of Massachusetts DartmouthClaire Carney Library
Key Points of ContactBusiness & Economics Librarian
– Kate Randall Haley– 2nd floor library, ext. 8670– [email protected]
UMass Dartmouth Library Reference Desk– 2nd floor library, ext. 8678– [email protected]– Live Chat service
Business Research: Marketing Strategic PlansCompany AnalysisIndustry AnalysisCompetitive AnalysisCustomer AnalysisFinancial Data
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
Marketing PlansMarketing 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
Business Information
Devise a strategic marketing action plan using the process of environmental scanning.
Library secondary resources are critical to this process.
Business InformationChoose a public companyAssess industry trendsLocate financial and market
informationIdentify competitorsAnalyze consumer behavior & trends
Library resources are a combination of electronic and print materials. The “E” library is available 24 hours a day.
UMD Library ResourcesLibrary Course and Subject Guides:
– Finding Business Information in the Library
– International Business Resources – WWW Resources for Business & Industry
UMD Library ResourcesLibrary Articles and Databases
– Choose a public company• Hoover’s Company Records• Mergent Online
– Industry Reports
• Standard & Poor’s NetAdvantage– Stock Reports– Industry Surveys
UMD Library ResourcesIdentify 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
UMD Library Resources– RDS Business Reference Suite
• Business & Industry Database• Business & Management Practices• TableBase
– InfoTrac Search Bank• General Business File
UMD Library Resources
– Mintel Reports: Market Research and Consumer Intelligence
– Company Directory databases:• CorpTech “Explore” database• Reference USA: Business
Industry AnalysisIndustry overviews: from Library
databases and print reference resources
Standard & Poor’s NetAdvantageIndustry Surveys
Mergent Online Industry Reports
Value Line Investment SurveyRESERVE HG 4501 .U26
Industry Analysis
Industry Analysis
Industry AnalysisIndustry overviews: Library databases and
print resources
Update the information from S&P 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 InfoTrac’s General BusinessFile.
Industry Analysis
Industry Analysis
Industry Analysis
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
Competitive Analysis
Competitive Analysis
Competitive Analysis
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.
Don’t forget to start with the local telephone directory “yellow pages” for your most basic analysis.
Competitive Analysis
– s
Competitive Analysis
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
Customer AnalysisUse 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
Customer Analysis
Customer Analysis
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.
Customer Analysis
Customer Analysis
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 & Poor’s NetAdvantage– Stock Reports
Value Line Investment Survey RESERVE HG 4501 .U26
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 & Poor’s NetAdvantage– Stock Reports on your company and on
publicly held competitors give added value to your analysis
Financial Analysis
Financial Analysis
Financial Analysis
Financial Analysis
Financial Analysis
Financial Analysis
Financial AnalysisPrivate company data is more difficult to
acquire. Use Hoover’s and the directory databases to assess ranges of sales figures and numbers of employees for your privately-held competitors.
Hoover’s Company RecordsCorpTech “Explore” databaseReference USA: Business
Financial Analysis
Financial Analysis
Financial Analysis
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
– D&B Industry Norms and Key Business Ratios RESERVE HF 5681 .R25 annual
– RMA Annual Statement Studies RESERVE HF 5681 .B2 R6 annual
More information
Questions?? If you need to make an
appointmentKate Randall Haley can be
reached at– Email [email protected]– telephone 508.999.8670– the Reference Desk