Stephen Hayes
Entrepreneurial Spirit Endowed Business
Librarian

 Marketing Style Information: the basics
 (These are “academic” packages and contracts – summarize do not “print and give”


Will provide
– General orientation to BIC and BIC staff
– Location of specific information products
– General strategy for doing research applicable to your needs NOT just to this class
– Highlighting specific but not all BIC/library resources

Will not provide
– answer all your information needs specific to YOUR product or service.
– eliminate your need to ask additional questions

 BIC Home Page
– (http://bic.library.nd.edu/)
 University Libraries
– (http://lib.nd.edu/)

 Specific product found after-the-fact
 Use a similar product/service
 Journal literature is best:
– Business And Company Resource Center
– Business Source Complete (EBSCO)
– ABI/INFORM Global (international focus)
– LexisNexis Academic (Lexis/Nexis Web-version)
– Factiva (Reuters/Dow Jones)

 Hoovers.com
(“gives users the whole picture”, including: company overview, company history, officers and board members, competitors, products and operations, auditors, rankings, related industry information, and historical financials
 “scholarly” articles – see what someone else said about the industry
 case studies
 trade journals ( Trade & Industry - more than 750 business periodicals and newsletters with in-depth coverage of companies, products, executives, trends, and other topics for more than 1,200 publications

– Establish industry and find or select SIC/NIACS codes
– Baseline industry background – “Industry Overviews”
– “Market Research”
(Note: 1997 NAICS and 1987 SIC Correspondence Tables
(http://tinyurl.com/6wpl5)

– Datamonitor reports on companies and industries for SWOT analysis
• 144 industry profiles for US (2006)
– Bernstein
• 26 industry reports
• investment research reports
– Full text for Harvard Business Review

 ABI/INFORM Global
– Hoovers.com content
 Business And Company Resource Center
– Investment reports
– Financials

Business Source Complete
– Datamonitor Company Profiles with SWOT

Factiva
– Publicly traded company
 LexisNexis Academic
– Company Dossier – includes some private company info.

Hands-on

Using Business and Company Resource Center
– Select “Article search”
– Look for “green technology”.
• Note: leave the search in the “subject guide”.
– Results = 789 articles
– Select “Keyword”
– Results = 1461 articles

 Accounting/Consulting
 Advertising/Public
Relations/Marketing
 Aerospace/Defense
 Agriculture/Forestry
 Airlines
 Automobiles
 Banking/Credit
 Business/Consumer Services
 Chemicals
 Clothing/Textiles
 Computers/Electronics
 Construction/Real Estate
 Consumer Products
 Energy
 Environment/Waste
Management
 Food/Beverages/Tobacco
 HealthCare
 Hotels/Restaurants/Casinos
 Insurance
 Internet/Online Services
 Investing/Securities
 Leisure/Arts
 Machinery/Industrial Goods
 Media
 Metals/Mining
 Paper/Packaging
 Pharmaceuticals
 Retail
 Telecommunications
 Transportation/Shipping

 Automotive
 Aviation
 Banking
 Biotechnology
 Chemicals
 Electricity
 Food and Beverage
 Healthcare
 Heavy Construction
 Hospitality & Tourism
 Insurance
 IT & High
 Media
 Medical Instruments
 Metal
 Mining
 Oil & Gas
 Pharmaceuticals
 Precious Metals
 Property & Development
 Telecommunications


S&P Industry Reports
 Aerospace & Defense
 Agribusiness
 Airlines
 Alcoholic Beverages & Tobacco

Apparel & Footwear
 Autos & Auto Parts
 Banking

Biotechnology
 Broadcasting & Cable

Chemicals
 Communications Equipment
 Computers: Commercial Services

Computers: Consumer Services &
 the Internet

Computers: Hardware
 Computers: Software
 Computers: Storage & Peripherals

Electric Utilities
 Environmental & Waste Management
 Financial Services: Diversified
 Foods & Nonalcoholic Beverages
 Healthcare: Facilities

Healthcare: Managed Care
 Healthcare: Pharmaceuticals
 Healthcare: Products & Supplies
 Heavy Equipment & Trucks

Homebuilding
 Household Durables
 Household Nondurables
 Industrial Machinery
 Insurance: Life & Health

Insurance: Property-Casualty
 Investment Services
 Lodging & Gaming

Metals: Industrial
 Movies & Home Entertainment

Natural Gas Distribution
 Oil & Gas: Equipment & Services
 Oil & Gas: Production & Marketing

Paper & Forest Products
 Publishing

REITs
 Restaurants
 Retailing: General

Retailing: Specialty
 Savings & Loans
 Semiconductor Equipment
 Semiconductors
 Supermarkets & Drugstores

Telecommunications: Wireless
 Telecommunications: Wireline
 Transportation: Commercials


5 digit NAICS codes

Report has:
–
Executive Summary
–
Key Statistics
–
Segmentation
–
Market Characteristics
– Industry Conditions
– Key Factors
– Key Competitors
– Industry Performance
–
Outlook


Retail Trade (62 Reports)

Mining (10 Reports)

Manufacturing (193 Reports)

Wholesale Trade (69 Reports)

Information (30 Reports)

Real Estate and Rental and Leasing
(19 Reports)

Administrative and Support and
Waste Management and Remediation
Services (29 Reports)

Health Care and Social Assistance
(31 Reports)

Accommodation and Food Services
(11 Reports)

Other Services (except Public
Administration) (32 Reports)

Agriculture, Forestry, Fishing and
Hunting (38 Reports)

Utilities (8 Reports)

Construction (31 Reports)

Transportation and Warehousing (42
Reports)

Finance and Insurance (32 Reports)

Professional, Scientific and Technical
Services (34 Reports)

Educational Services (13 Reports)

Arts, Entertainment and Recreation
(20 Reports)

Special Reports (3 Reports)

Hands-on

Select IBISworld
– Search “environment”
– Review “ Social Advocacy Organizations in the US”


IT Infrastructure

Wireless Communications

Security

Telecom

Data Networking

Enterprise Systems
 Technology Vendors

Convergence

The Internet & Web

Linux/Open Source

Information Management

Streaming Media

Healthcare IT Topics


Technologies:
– Application Development
– Business Intelligence
– Computing Systems
– Consumer Devices & Access
– Content & Collaboration
– Customer Experience
– Enterprise Applications
– Enterprise Mobility
– IT Management
– IT Services & Outsourcing
– IT Spending
– Networking
– Portals & Site Technology
– Security
– Software Infrastructure
– Tech Sector Economics


Industries:
– Automotive
– Consumer Products
– Financial Services
– Government
– Healthcare & Life Sciences
– High-Tech
– Manufacturing
– Marketing & Advertising
– Media & Entertainment
– Mobile Communications
– Professional Services
– Retail
– Telecommunications
– Transportation & Logistics
– Travel


Market research:
– Consumer Market Research
– Consumer Survey Explorer
– Business Market Research
– Business Survey Explorer
– Hispanic-American Study
– Asia Pacific Consumer Technology Adoption Study

Market Research: MarkertResearch.com - Academic

Content areas:
– Business Services (Business Services & Administration, Financial
Services)
– Consumer Goods (Consumer Goods & Retailing, Travel &
Leisure)
– Demographics
– Food & Beverage (Agriculture, Beverages, Food, Foodservice &
Hospitality)
– Heavy Industry (Energy & Resources, Manufacturing &
Construction, Materials & Chemicals)
– Life Sciences (Biotechnology, Diagnostics, Healthcare, Medical
Devices, Pharmaceuticals)
– Public Sector
– Technology & Media (Computer Hardware & Networking, E-
Commerce & IT Outsourcing, Media, Telecommunications &
Wireless)

True market research reports: Content areas:
• Automotive
• Beauty and Personal
• Clothing and Fashion
• Drink
• Electronics
• Finance
• Food and Foodservice
• Health and Medical
• Health and Wellness
• Household
• Internet and Retailing
• Leisure
 Lifestyles
• Retailing
• Snacking/On the Go
• Travel

Hands-on

Select Mintel
 Create a “profile”
– Do NOT make the password the same as your NetID password.
 Search “green”
– Review content.

 Demographics
– SimplyMaps
–
American FactFinder
– Statistical Abstract of the United States
– Sourcebook of Zip Code Demographics
– Lexis Nexis Statistical
– Other specialty sites – ask librarians
 Production
– Annual Survey of Manufacturers

 Psychodemographics
– Consumer Expenditure Survey
• http://www.bls.gov/cex/home.htm
– National Consumer Study Data (Spring and Fall Releases 2001)
– Mediamark Reporter
– MRI+
– Mintel

 Small Business Development Center ( www.southbendbcg.com
)
 Division of Economic Development
( http://www.businessdevelopmentsb.com/ )
 Department of Community and Economic Development
( http://www.ci.south-bend.in.us/Redevelopment/CommDevelop.htm
)

South Bend, IN MSA
Housekeeping Services
$ per household

Percent of Households With Income of $100,000 or More in 1999: 2000


Market Share
–
Business And Company Resource Center
• Investment Reports
• Rankings/Market share reporter


IBISworld


Business And Company Resource Center
• Investment Reports

S&P NetAdvantage
• Standard & Poor’s
Industry Survey

IBISworld

 1) Develop a “Client information needs statement”
– Articulating all anticipated data and information needs
– Client maybe a true client or yourself
 2) Identify potential sources of information,
– Keep in mind this may be people/expert, primary or secondary sources
 3) Plan a strategy of research
– Allocation of time, which product or individual first, develop a list of terms, synonyms, concepts, codes, etc.
 4) Consult with an information professional about gaps in your information

 Internal
(often overlooked)
– Senior Management
– Sales
– Engineers or Technical
Staff
– Human Resources

External
– Associations or Industry
Experts
– Trade Shows
– Journalists
– Government Representatives
– Customers
– Suppliers
– Competitors
– Target Company
– Unions

Regulation

Code of Federal Regulation – official source of all
U.S. government regulations
( http://www.gpoaccess.gov/cfr/ )

PAIS – (a.k.a. Public Affairs Information Service)

Use indexes and look for subheadings
“regulation” or “ laws, regulations and rules”

Hands-on

Other sources – usually recommended by librarian
 Select PAIS from the “ All Library Resources by Title:” list
 Search “green technology”
 Note the “Descriptors” for the articles found:
– Hint = “Technological innovations -- Environmental aspects”
 Repeat search using descriptor and “regulation”
 Select Business & Company Resources Center
– Redo the previous search “Green technology” in the “article search”
– Select “subdivisions” and look for “ laws, regulations and rules”
– Try “Advanced Search” with “green marketing” and “ethics”


1)
Business and Company Resource Center
– Establish industry and find or select SIC/NIACS codes
– Baseline industry background – “Industry Overviews”
– “Market Research”
– Ranking of competitors, products, services, etc. sometimes including market share
– Competitors self-classifying as providing the same product and service.
– Articles


2) Factiva
– Background on publicly traded companies
– Overview of financials – income and balance sheets
– “competitors” list
– Key ratios of company vs industry

3) S&P NetAdvantage
– S&P Industry Reports
– Stock information
– Financials

3.5) IBISworld
– Industry reports for 5 digit NAICS codes
– Gives an 5 year outlook


4) Mergent Online
– Broad industry reports by world region
– Annual reports publicly traded companies
– Financials in Excel format

5) Business Source Premier (EBSCO)
– Datamonitor reports on Companies and industries for SWOT analysis

 6) Mintel Market Research database; MarketResearch.com –
Academic; Business monitor online; Forrester; & Faulkner.
- True market research reports
 7) Assess the information gaps that exist; visit with an informational professional
 8) Lexis Nexis Academic
– Fill in specific information gaps from newspaper or journals articles
– Local specific information
– (NOTE – not always successful)


Ask specific questions

In what format do you want data ( i.e., paper, electronic, for use in Excel, etc.)

Information may reside in non-published sources

Send Questions to bicref@nd.edu
– Name
– Contact method
– Best time
– Want/settle for…
– What you have done


Questions?
H:/bic/PP-Presentation/marketingrevisedSpr2009(Tbradford).ppt
 Please fill out the Feed back form on the BIC home page:
– See Upper left hand frame “Support Services for:”
– Select “Feedback”
– Select the correct time.
– Thanks