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Library Resources for MKT 201: Foundations of Marketing. by Colleen Anderson, Reference Librarian Fall 2008. Needed Information Components. The NAICS Classification Scheme Environmental Scan Consumer Demographics/Buying Power Target Market Characteristics

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library resources for mkt 201 foundations of marketing

Library ResourcesforMKT 201: Foundations of Marketing


Colleen Anderson, Reference Librarian

Fall 2008

needed information components
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
what is naics
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.

why is naics useful to marketers
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.

the environmental scan economic conditions
The Environmental Scan:Economic Conditions
  • Trends & Projections

(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 Indicators

…economic information on prices, wages, production, business activity , and more.

the environmental scan economic conditions6
The Environmental Scan:Economic 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 heldat Reference Desk.

…a summary of market, index &interest rate performance during the week.

the environmental scan industry overview and forecast
The Environmental Scan: Industry Overview and Forecast
  • Standard & Poor’s Industry Surveys

(on: Standard & Poor’s 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.

  • Hoover’s Industry Profiles

…a fact sheet, selected companies, industry watch, news and web resources on assorted industries.

the environmental scan competitors
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.

the environmental scan competitors9
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.

locating consumer demographics and buying power
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.

locating consumer demographics buying power
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.

locating your target market
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.
target market characteristics
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.

target market characteristics14
Target Market Characteristics
  • Generation X: Americans Born 1965-1976
  • Kidfluence: the Marketer’s 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
how to write a marketing plan
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.


  • 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
need help librarians have answers
Need Help? Librarians Have Answers
  • Colleen Anderson, Economics & Business Librariancanderso@bryant.edu401-232-6299 or IM a Librarian
  • Text us! 401.595.7306
  • Subject Specialities:Accounting- Business - Company Information - Economics - Finance - Industry Information - International Marketing - Labor - Marketing - Management - Small Business - Tax

For more marketing Resources see the Marketing Subject Guide !