Business Resources for Marketing Intelligence Information by kellena97

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									 Business Resources for

Marketing Intelligence &
Information Technology
       MKT 330


Kate Randall Haley
Librarian, Business & Economics
University of Massachusetts Dartmouth
Claire Carney Library
Key Points of Contact
 Business & Economics Librarian
  – Kate Randall Haley
  – 2nd floor library, ext. 8670
  – Krandall@umassd.edu
 UMass Dartmouth Library Reference Desk
  – 2nd floor library, ext. 8678
  – Reference@UMassD.edu
  – Live Chat service
Business Research:
Marketing Strategic Plans

Company Analysis
Industry Analysis
Competitive Analysis
Customer Analysis
Financial 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 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
 Business Information
 Devise a strategic
  marketing action
  plan using the
  process of
  environmental
  scanning.
 Library secondary
  resources are
  critical to this
  process.
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.
UMD Library Resources
 Library Course and Subject Guides:
  – Finding Business Information in the Library
  – International Business Resources
  – WWW Resources for Business & Industry
UMD Library Resources
 Library 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 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
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 Analysis
Industry overviews:         from Library databases and
 print reference resources


    Standard & Poor’s NetAdvantage
        Industry Surveys

    Mergent Online Industry Reports


    Value Line Investment Survey
        RESERVE HG 4501 .U26
Industry Analysis
Industry Analysis
Industry Analysis
Industry 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
  – Sales & Marketing Management’s Survey of
    Buying Power RESERVE HF 5415 .S342
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
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 Analysis
 Private 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 Records
 CorpTech “Explore” database
 Reference 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 appointment
Kate Randall Haley can be reached at
  – Email Krandall@umassd.edu
  – telephone 508.999.8670
  – the Reference Desk

								
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