Library Resources for MKT 201: Foundations of Marketing. by Colleen Anderson, Reference Librarian [email protected] Fall 2008. Needed Information Components. The NAICS Classification Scheme Environmental Scan Consumer Demographics/Buying Power Target Market Characteristics
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.
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.
(on: Standard & Poor’s 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 information on prices, wages, production, business activity , and more.
…access to economic indicators, economic research, consumer research, and the economic outlook.
in Business Week magazine heldat Reference Desk.
…a summary of market, index &interest rate performance during the week.
(on: Standard & Poor’s NetAdvantage)
… (under: Quick Links on the right side of the page). overviews, trends, forecasts and data for approximately 50 industries.
…industry conditions, performance, and outlook for hundreds of industries.
…a fact sheet, selected companies, industry watch, news and web resources on assorted industries.
…rankings of products and companies within industries. Arranged by subject with company and SIC code.
(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.
…a compilation of market share data taken from trade and business magazines and journals. Includes companies, products, and services.
…search this database of 13 million companies to locate competitors within an industry and specific geographic areas.
…demographic and economic data (including Effective Buying Income) organized bystate and regional summaries.
…data from the U.S. Census Bureau. Provides easy access to community data with general, social, economic, and housing characteristics.
…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.
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.
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.
…locate the best customers for hundreds of individual products and services.
…lifestyle information on hobbies and activities popular in each geographic and demographic market.
…advice on how to define your business, customers, marketing objectives, and budget.
For more marketing Resources see the Marketing Subject Guide !