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ADMS 3220 Applied Marketing Winter 2012

ADMS 3220 Applied Marketing Winter 2012. Toni Olshen tolshen@yorku.ca Peter F. Bronfman Business Library Course Guide: http://www.library.yorku.ca/cms/bbl/assignments/marketingplans. Libraries’ Web Site http://www.library.yorku.ca. Peter F. Bronfman Business Library.

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ADMS 3220 Applied Marketing Winter 2012

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  1. ADMS 3220Applied MarketingWinter 2012 Toni Olshen tolshen@yorku.ca Peter F. Bronfman Business Library Course Guide: http://www.library.yorku.ca/cms/bbl/assignments/marketingplans

  2. Libraries’ Web Sitehttp://www.library.yorku.ca

  3. Peter F. Bronfman Business Library

  4. How to use the York catalogue

  5. Article citation- Humphreys, Bob. “Embracing Customer Experience”, Marketing Magazine, Vol. 109, Issue 27, August 23-30, 2004, p. 32. • Who = Author • What = Article title • When = Date • Where = Journal title, volume, and page • Video on how to find an article from a citation http://www.library.yorku.ca/binaries/BG/screencasts/finding-articles-citation/index.htm

  6. Library Electronic Resources vs. Google Searching • Library resources are selected for quality and relevance to teaching and research • Generally not available on the Internet (for Internet searching explore the Web Research Tutorialhttp://www.yorku.ca/webclass/) • Example of good marketing web resource • Brandchannel.com – www.brandchannel.com

  7. Library Electronic Resources vs. Google Searching • Electronic Journals & Magazines • News online • Article databases – searching for articles in journals and magazines by keyword • Company Databases • Industry E-Sources • Market Research Databases • Financial Data • And more ….

  8. Marketing – Product or Service • What do you need know to market a product/service? ………………………………………………………………. ………………………………………………………………. ……………………………………………………. ……………………………………………………. ……………………………………………………. ……………………………………………………. …………………………………………………….

  9. Focus on gathering information about: • Environment – industry analysis • Customer analysis • Competitor analysis • Market potential

  10. Industrial Classification Codes: a useful toolto findcompanies by industry • Standard Industrial Classification (SIC) The Standard Industrial Classification (SIC) is a useful tool for identifying key companies within an industry and conceptualizing the industry as a whole. SIC codes group together companies based on the goods and services produced. The SIC manual is available on the U.S. Department of Labor website: http://www.osha.gov/pls/imis/sic_manual.html In some cases, the SIC codes used in Canada differ from those used in the U.S. The Line of Business section groups Canadian businesses by SIC code. SIC codes for Canada are also available on Statistics Canada's web site North American Industry Classification System (NAICS) The North American Industry Classification System (NAICS) is an industrial classification system common to Canada, United States and Mexico. Gradually, the SIC system will be phased out in favour of the NAIC system.  There are some differences however so if questions arise you will need to refer to: Canada –NAICS 2007

  11. Competitor AnalysisPublic vs Private Companies • Public companies are traded on stock exchanges or over-the-counter and are subject to regulation by Security Exchanges. • Public companies are required by law to file reports publicly. • Makes it relatively easy to find information about them. • Private companies, other than federally regulated ones, are not required to report publicly • Much more difficult to find information about them.

  12. How to find information on Private Companies • Financial Post Advisor –> under Other Databases –> Profile Canada Database - 38,000 companies, mainly private. Search bySIC code, by province. • Hoovers - 40,000 companies, including Canada, including private. Search by company name or industry Use “Build a List” feature to set specific parameters such as company location (down to postal code) or SIC or NAICS codes or company size for a list of suitable companies. • Strategis – Industry Canada database –> Canadian Company Capabilities - 60,000 Canadian businesses, mainly private – Special Directories

  13. Market Research Resources – Company/Industry • Financial Post Advisor • Mergent Online • IBISWorld • Hoovers • NetAdvantage • Investext

  14. Market Research Resources – Market Share and Market Research • Datamonitor 360 • Formerly Marketline and Business Insights • Global Market Information Database (GMID) • Market Share Reporter - HF 5410 M33Reference • Best Customers: Demographics of Consumer Demand. HC 79 C6 B47 Bronfman Reference.

  15. Market Research Resources -Associations • Associations on the Net – Internet Public Library • Retail Council of Canada • Canadian Marketing Association. Marketing Facts: Statistics and Trends for Marketing in Canada. Reference. HF 5415.12 C35 F33.

  16. Advertising • World Advertising Research Database (WARC): Provides information for the marketing, advertising, media and research communities worldwide, drawn from more than 40 international sources.  • Plunkett Research- Advertising and Branding Research Center:  Includes market research and trends on advertising and branding, statistics, company profiles, and association information. • Interactive Advertising Bureau: a nonprofit group comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. IAB focuses on the growth of the interactive advertising marketplace. The website has many useful links to reports and data. See the Insights and Research section. • CARD (Canadian Advertising Rates and Data) : Advertising rates and related data are available on every significant medium in Canada and on selected international media.  It also includes statistics including Canadian marketing stats.  Online and in print. HF 5801 L35. Bronfman Reference Room

  17. Vintage ads

  18. Vintage ads

  19. Types of Business Articles • Scholarly • Trade/Professional • Popular • Newspaper/News

  20. Developing an Effective Search Strategy • Avoid natural language but use “and” and “or” to search: • “and” is used for combination of distinctive concepts and has effect of narrowing search • Babies and advice; cleaning services and marketing; tutoring and marketing • “or” is used to combine synonyms or like terms and broadens search • LED or light emiting diode; trend* or forecast* or outlook; statistics or data • Use truncation symbols where appropriate to find relevant variants on a word • consumer behavio*, teen* • As a rule best to put phrases with more than two words in quotes • “after school program* ”; “corporate social responsibility”

  21. Market Research Resources – Article Databases and Indexes • ABI/Inform Global - Proquest • ABI Inform Trade and Industry • CBCA – Canadian Business and Current Affairs • Proquest Asian and Proquest European • Business Source Premier Video on how to use ABI Inform and Business Source Premier - http://www.library.yorku.ca/binaries/BG/screencasts/finding-journal-articles/index.htm • Factiva • Canadian Newsstand • Other databases – Finding Business Articles at http://www.library.yorku.ca/ccm/BG/guides/articles1.htm

  22. Basic Target Consumer Characteristics Statement Our target customers tend to be ……….. (male, female) aged ………….. (enter age range), ……………..(single, married, married with children, etc), …..……. (enter education level), with a household income of ………… (enter income level) ( works full-time, part-time, is a student, is a homemaker, is retired), typical occupations include ………….. ..(enter occupations), live in (cities, suburbs, towns, specific neighbourhoods etc.). They tend to read …………………… (list types of or specific magazines and newspapers), they tend to listen to …………… (list types of specific radio stations), they tend to watch ………………… (list types or specific TV shows), and they tend to access the Internet (often, occasionally, seldom). They often participate in the following non-business activities………………………………………………………………….. Other pertinent characteristics include………………………………………………………………………………….. Adams, Bob. Streetwise complete business plan : writing a business plan has never been easier! Holbrook, Mass. : Adams Media, 1998. p. 103.HD 62.7 A27 1998 Bronfman Ref.

  23. Data and Statistics on consumers, industries, and trends • Library Data Services • Statistics Canada • Industry Canada • Canada Business- Government services for entrepreneurs • NADBank – Newspaper Audience Databank – CD Rom in Bronfman Library • SimplyMap

  24. Resources for Regional Data – Provinces, Cities, Towns, Neighbourhoods • Community Profiles – Statistics Canada Web Site - http://www12.statcan.ca/census-recensement/2006/dp-pd/prof/92-591/index.cfm?Lang=E • Toronto Neighbourhoods - http://www.toronto.ca/demographics/neighbourhoods.htm • Market Research Handbook. http://dsp-psd.communication.gc.ca/Collection-R/Statcan/63-224-XIB/63-224-XIB-e.html • FP Markets: Canadian Demographics HF 5349 C2 . Bronfman Reference Room.

  25. Special Online Guides • Go to the Bronfman Business Library website and select Business Links by Subject under eResources • Nonprofit Resource Management • Arts and Cultural Management

  26. Marketing Plan Resources • Canada Business. Developing a Marketing Plan http://www.canadabusiness.ca/eng/guide/2533/ • KnowThis.com’s links to marketing plan guides and information http://www.knowthis.com/general/marketplan.htm • Royal Bank of Canada http://www.rbcroyalbank.com/sme/ • Business Plans Handbook - HD 62.7 B865 1995Reference • Business Librarians’ Bookmarks. Marketing Plans. http://www.library.yorku.ca/cms/bbl/peter-f- bronfman-business-library/lib_bookmarks/

  27. Citing Business Resources • Academic Integrity Website and Tutorial • Guidelines for citing information in different styles available on York Library web site also. • Guide available on Bronfman website on how to cite business resources in MLA style http://www.library.yorku.ca/ccm/BG/guides/citemla • Guide available on Bronfman website on how to cite business resources in APA stylehttp://www.mcgill.ca/library/library-assistance/writing/citations/business/ • For citing unusual resources such as blogs, personal emails, multimedia etc., seenet.Tutor Quick Guide:Citing Net Resources.

  28. Thank You for Your Attention Contact us: Business Librarians Sophie Bury sbury@yorku.ca William Denton denton@yorku.ca June Hill jhill@yorku.ca Xuemei Li lixuemei@yorku.ca Elizabeth Watson watson@yorku.ca Research Help In Person (see Bronfman website for research help hours) Email – bgref@yorku.ca Telephone during reference hours – (416) 736-5139 By Appointment – email a librarian IM Chat service COURSE GUIDE – http://www.library.yorku.ca/cms/bbl/assignments/marketingplans QR Codes: http://www.library.yorku.ca/ccm/BG/instruction/qrcodes.htm New Spice,Study like a scholar, scholar - video http://www.youtube.com/watch?v=2ArIj236UHs&feature=player_embedded

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