MKTG 433 Marketing Communication

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Industry Analysis

Industry Profiles (Industry overview reports)


Industry Overview Reports

Industry Reports  prepared by expert analysts in this premium content.  Offer a broad description and outlook at the macro environment of an industry, key trends, broad customer profiles and market or investment analysis of the industry.  Many databases offer the ability to search by NAICS code. 

IBISWorld   Good place to start:  

Industry Research in over 700 reports by NAIC for the US. industry analysis, external, internal and economic, supply chain.  

First Research  (Mergent Intellect):  

Industry Research and Interview starter questions for exec levels.  Social Media feed updates on business and industry.

Technavio Industry Forecasts Search library home page (Oneas keyword and industry name.  Over 5000 industry 5 year forecasts and news reports. 

Local Industry Analysis 

San Diego Economic Development Industry Reports

S&P Capital IQ  Industry Surveys HG4915 .S652  3rd Floor Reference [Print]

Excellent for in depth analysis industries representing large US corporations. Segments on Industry Trends, How an Industry Operates, How to Analyse a Company.  Its in print but it is the single best industry introduction source in this library.  Excellent source for more sources of information such as trade magazines, professional associations and regulators.

NetAdvantage San Diego City Public Library   Electronic version of Industry Surveys 

Business Source Premier (EbscoHost database) 

Marketline reports with global coverage. Each report contains statistics on industry market value, forecast, and market segmentation, competition and leading companies.  Look for Porter's Five Forces analysis.  Each report is 24 pages long, caution to look at dates may be older.

Market Research Reports

Passport Euromonitor Global Industry Reports  Detailed reporting.  
Euromonitor Industry reports, in depth analysis on trends in consumer products and services industries, include market analyst reports and statistical data.  Country and consumer reseacher as well as economic, business and transport.

Financial Industry Analysis For those looking for more financial analysis. 

Bizminer   Detailed industry financial and industry market analysis.   9000 industries by sales.  Find reports at the national, state, county, metro and zip code.

Industry Snapshots by NAIC from the census
Statistical profiles of US Industries by NAIC. 

Mergent Online  Go to  the Report Search Tab to get to the industry reports. 
Use for major industries only,  global coverage. Especially useful for industries represented by publicly traded companies. Search by company or broad industry name.

Statistical Abstract of the United States (Proquest)
Excellent compilation of essential statistics to support other reports.  Source is often government and other agencies. 

Books on Industry in the library.

Hundreds of different industries are represented in the library catalog.
You will find whole books on the food industry, or service industries, craft beer, restaurants, etc.

Manufacturing Industries
Retail trade
Service Industries
Industry Profile United States (e-reports)

 

 

Consumer

Consumer Research

Market Trends and Growth and Consumer segmentation and target research

 Here you need to know a bit about your industry, where its headed and what environmental factors may affect it.  Analysts reports on industry include current and forecasting analysis.  The library has a number of these IBISWorld is one example.

Consumer Research

  • PRIZM You are Where you Live  (quick look up)
  • US Census Factfinder (American Community Survey)
  • Euromonitor Passport  (Global coverage) MKTG 433 Fall 2017  IN-DEPTH Premier consumer marketing research with global coverage
    Includes broad trends and developments in an organization's environment: Social, demographic, econonic, technological and political/legal
    • Statistics and expert market analysis by detailed industry segment, countries, market environment and consumers.
    • Search INDUSTRIES and COUNTRIES AND CONSUMERS
    • Market Size, Company shares, Brand shares, channel distribution, pricing and market reports.
    • TRY  Dashboard!   Passport's market trends interactive tool

try this example:

Industry --  Consumer Electronics -- computers and periferals
Countries & Consumers --  Consumer trends and lifestyles, income and expenditures, population and homes.

  • ESRI GIS Community Analyst  (Request Access password required) 
  • http://csusm-gis-lab.maps.arcgis.com/home/index.html  
  • Request password access from Ann Fiegen.
  • Video clips guide you data for demographic, lifestyle, consumer spending primarily for US, and selected other countries.

 

ESRI (GIS) Community Analyst

ESRI Community Analyst and ArcGIS

Access to ESRI data and mapping service is available via password request.  Contact your instructor or the GIS lab.
For library research associated with a business assignment contact Ann Fiegen afiegen@csusm.edu for a password.

ArcGIS Online (Companion site)

Community Analyst Online

HELP INTRODUCTION to using Community Analyst Online

ESRI Demographics   See data source, available geographies and years and methodologies.  US and Other countries.
Sectors for the US include: ESRI updated demographics, Census and ACS, Tapestry Segmentation, Consumer Spending, Market Potential, Retail MarketPlace, Business Data, Major Shopping Center, Traffic Counts.  

Available geographics:  Census designations, and DMA (Designated Market Areas)  based on Nielsen Media Research.

Consumer Spending:     20 categories with data derived from Bureau of Labor Consumer Expenditure Surveys
Market Potential:    35 categories of products and services derived from GfK MRI
Retail MarketPlace:     Retail sales by industry (NAIC) and measures supply and demand. 
Business Location Data:     By SIC/NAIC industry; annual sales, employees and other. Compiled from InfoGroup.  Use for site or competitor analysis, day or evening hiring by industry, match to busines inventory statistics.
Major Shopping:     Location and data on major shopping center.
Traffic Counts:    Daily volume and changes. 
 

About GIS @ CSUSM

Want to know more:

ESRI White Papers HELP PAGES
Using data from the American Community Survey  (how to work with margins of error and more)

Importing your own data into Business Analyst

Explore ESRI GIS Retail for marketing, merchandizing and real estate and supply chain

ESRI Demographics Global Coverage Story Map directing user to data and maps

ESRI Insights    ESRI Insights Tutorial

GIS in Business videos from the ESRI 2016 Business summit in San Diego

 

 

 

GIS for Business and Marketing

 

ESRI Community / Business Analyst

Demographic & Lifestyle data with Spatial Analysis -- Mapping

GIS in Business videos from the ESRI 2016 Business summit right in San Diego

Access to ESRI data and mapping service is available via password request.  Contact AnnFiegen, your instructor or the GIS lab.

For library research associated with a business assignment contact Ann Fiegen afiegen@csusm.edu for a password.

About GIS @ CSUSM

Business Analyst Online  Sign in with CSUSM password 
Business Analyst Online Web app  One minute getting started video.

 

ArcGIS Online

HELP INTRODUCTION to using Community Analyst Online

ESRI Demographics   See data source, available geographies and years and methodologies.  US and Other countries.
Sectors include:   For the US: ESRI Updated demographics, Census and ACS, Tapestry Segmentation, Consumer Spending, Market Potential, Retail MarketPlace, Business Data, Major Shopping Center, Traffic Counts.  

Available geographics:  Census designations, and DMA (Designated Market Areas)  based on Nielsen Media Research.

Consumer Spending:     20 categories with data derived from Bureau of Labor Consumer Expenditure Surveys
Market Potential:    35 categories of products and services derived from GfK MRI
Retail MarketPlace:     Retail sales by industry (NAIC) and measures supply and demand. 
Business Location Data:     By SIC/NAIC industry; annual sales, employees and other. Compiled from InfoGroup.  Use for site or competitor analysis, day or evening hiring by industry, match to busines inventory statistics.
Major Shopping:     Location and data on major shopping center.
Traffic Counts:    Daily volume and changes. 
 

ESRI White Papers HELP PAGES
Using data from the American Community Survey  (how to work with margins of error and more)

Importing your own data into Business Analyst

Explore ESRI GIS Retail for marketing, merchandizing and real estate and supply chain

ESRI Demographics Global Coverage Story Map directing user to data and maps

ESRI Insights    ESRI Insights Tutorial

 

 

 

GIS for Business

GIS for Business and Marketing

 

ESRI Community / Business Analyst

Demographic & Lifestyle data with Spatial Analysis -- Mapping

GIS in Business videos from the ESRI 2016 Business summit right in San Diego

Access to ESRI data and mapping service is available via password request.  Contact AnnFiegen, your instructor or the GIS lab.

For library research associated with a business assignment contact Ann Fiegen afiegen@csusm.edu for a password.

About GIS @ CSUSM

Business Analyst Online  Sign in with CSUSM password 
Business Analyst Online Web app  One minute getting started video.

 

ArcGIS Online

HELP INTRODUCTION to using Community Analyst Online

ESRI Demographics   See data source, available geographies and years and methodologies.  US and Other countries.
Sectors include:   For the US: ESRI Updated demographics, Census and ACS, Tapestry Segmentation, Consumer Spending, Market Potential, Retail MarketPlace, Business Data, Major Shopping Center, Traffic Counts.  

Available geographics:  Census designations, and DMA (Designated Market Areas)  based on Nielsen Media Research.

Consumer Spending:     20 categories with data derived from Bureau of Labor Consumer Expenditure Surveys
Market Potential:    35 categories of products and services derived from GfK MRI
Retail MarketPlace:     Retail sales by industry (NAIC) and measures supply and demand. 
Business Location Data:     By SIC/NAIC industry; annual sales, employees and other. Compiled from InfoGroup.  Use for site or competitor analysis, day or evening hiring by industry, match to busines inventory statistics.
Major Shopping:     Location and data on major shopping center.
Traffic Counts:    Daily volume and changes. 
 

ESRI White Papers HELP PAGES
Using data from the American Community Survey  (how to work with margins of error and more)

Importing your own data into Business Analyst

Explore ESRI GIS Retail for marketing, merchandizing and real estate and supply chain

ESRI Demographics Global Coverage Story Map directing user to data and maps

ESRI Insights    ESRI Insights Tutorial

 

 

 

Non Profits and Charitable Organizations

Business Non-Profit Information

Non Profit Organizations 

Selected Subjects in Library Catalog

Consider these suggestions a beginning, once selected use the additional entry points as clues.

Charitable uses trusts and foundations
Community organization
Endowments
Museum attendance
Nonprofit organizations
Keyword: nonprofit

990 returns
Foundation Center 990 Finder    An fast way to find financial filings for foundations, public charities and nonprofits.

Economic Research Institute ERI Nonprofit Organizations 
Directory and 990 Forms
Try searching: Associated Students of California State University San Marcos

Exempt Organizations: IRS Master File Data.
This IRS site lists tax-exempt organizations, by state, or region. Downloadable compressed excel files.

Recommended Databases

ProQuest Direct
Includes complete ABI Inform (business) and Newsstand publications.

Factiva
Covers news and business information, including Dow Jones and Reuters newswires and The Wall Street Journal, plus more than 8,000 other sources providing current news.

General Sources

Pivot   Access to funding opportunities and research grants worldwide.  Important to narrow your search.  If using Pivot for Senior Experience projects  best to ask your professor or business librarian for best practices use.  There are also alternative sources available, just ask us.

Annual Register of Grant Support. AS911.A2 A67 2009 Research Help Desk
Corporate, private, and public funding opportunities as well as educational associations and unions. Each entry provides eligibility, procedures, deadlines, and contact information.

Charity Navigator:  Student Recommended!
Charity directory and interactive financial evaluator.Find Funders: Foundation Center
Locate basic information by organization name, contact information and 990 IRS returns. Contains statistics on foundation and grant activity, search for RFP announcements for calls for grant applications.

 

Grants.gov  Search and apply for Federal Grants, how to apply and community blogs.

GuideStar.orgFree registration required to view some content
A national registry of nonprofit organizations. Provides resources such as articles, regulations, resources for non-profit organizations and donor opportunities. Organization information including 990 returns.

Internet Nonprofit Center
Evergreen State Society project

Literature of the Nonprofit Sector
Sponsored by the Foundation Center. Search this bibliography of 19,000 entries by subject, title or author.

The Foundation directory.  AS911.A2 F65 REFERENCE

Wise Giving Alliance Better Business Bureau

Selected Books

Accounting for governmental and nonprofit entities. Earl R. Wilson, Leon E. Hay, Susan C. Kattellus. HJ9733 .W48 1999

Activity-based management : for service industries, government entities, and nonprofit organizations. James A. Brimson, John Antos. HD31 .B7415 1994

The complete guide to nonprofit management. Smith, Bucklin & Associates, edited by Robert H. Wilbur. HD62.6 .C66 2000.

Museum strategy and marketing: designing missions, building audiences, generating revenue and resources. Neil Kotler and Philip Kotler. AM5 .K68 1998

Nonprofit mergers : the power of successful partnerships. Dan H. McCormick. HD2769.15 .M334 2001

 

Selected Journals

Association Management. ProQuest Direct

Fund Raising Management. ProQuest Direct

Journal of Nonprofit & Public Sector Marketing. HF5410 .J685 Pais, PsychInfo

Nonprofit management & Leadership. ProQuest Direct

 

 

Citing your work APA Style

Guide to Using APA Business Citations

APA Citation Style Guide
Has links to guides and citation generators.

Sources, Citations and Style. Watch this APA Citation Style Video (OWL Purdue. 2015) BUS 495 

 

Common Business Citation Styles in APA Format

 

How to Cite in Text:
Cite as (last name or company name, year, page number). Example: (Longboard Grotto, 2009, p.23)


Example: 
She stated, "Students often had difficulty using APA style" (Jones, 1998, p. 199), but she did not offer an explanation as to why.
According to Jones (1998), "Students often had difficulty using APA style, especially when it was their first time" (p. 199).

Consult the Publications Manual of the American Psychological Association (APA) for detailed explanations and additional examples. Copies are available at the Cal State San Marcos Research Help Desk (BF76.7.P83 2009) or on Reserve.

 

Recommended Citation Generators:


A note of caution about Citation Generators.... NOT ALL ARE ACCURATE! Like everything, you need to know the basics and use them with caution and expect to make corrections. EbscoHost databases and Proquest have built in citation generators for each article. Use Cite This, or email citation. Known bug: Proquest authors and dates may need reformatting.

KnightCite       Hekman Library Calvin College
DocsCite          Arizona State University to help cite government documents
Owl at Purdue APA Style.     Highly recommended. Also note the sample manuscript with notations for APA instructions on formatting.

 

DOI Digital Object Identifiers
Cite the article as you would any print article and add the electronic access information at the end.
DOI: To access electronic articles preference is given to supplying an Digital Object Identifier, a unique number for an article. Inclusion of the DOI, if available, facilitates retrieval

Example: doi:10.1108/03090560710821161
* If no DOI end with the home page, do not paste the whole URL of the database name.

 

Articles, News or Trade:

News article with DOI: 
Brownlie, D. (2007). Toward effective poster presentations: An annotated bibliography. European Journal of Marketing, 41, 1245-1283. doi:10.1108/03090560710821161



News article, no DOI, in Factiva 
Kenneth, I. A. (2000). A Buddhist response to the nature of human rights. Retrieved from Factiva.

 

Newspaper: San Diego Union Tribune

Econometer: $15 an hour for fast food jobs? Should the minimum wage be nearly doubled to $15 per hour for fast-food workers? (2013, September 8). U-T San Diego (CA) (First Edition ed.), C-2. Retrieved September 13, 2013, from NewsBank on-line database (Access World News)

Articles, Scholarly:

Example: 
Klimoski, R., & Palmer, S. (1993). The ADA and the hiring process in organizations. Consulting Psychology Journal: Practice and Research, 45(2), 10-36. doi: 10.1037/1061-4087.45.2.1)

 

Books:

Examples: 
Chapter in a book
O'Neil, J. M., & Egan, J. (1992). Men's and women's gender role journeys: A metaphor for healing, transition, and transformation. In B. R. Wainrib (Ed.), Gender issues across the life cycle (pp. 107-123). New York, NY: Springer.


Whole book: 
McDonald, M. & Keegan, W. J. (1997). Marketing plans that work. Boston: Butterworth-Heinemann.


E-book, no DOI: 
Stark, J. (2010). Building iPhone apps with html, css, and javascript [1st ed]. Retrieved from http://proquest.safaribooksonline.com/9781449380236

 

Chapter or Section of a web document:
Cite the most specific webpage that you reference in your paper and include a link to the specific page.


Author, A. A., & Author, B. B. (Date of publication). Title of article. In Title of book or larger web document (chapter or section number).

Example: 
Spain: Culture (2010). In GlobalEdge. Retrieved January 18, 2010 from http://GlobalEdge.msu.edu/countries/spain/culture

 

Company Information TEMPLATE 

Author (date of publication). Title of article. Title of Journal, volume number, page number. Retrieved from http://nnnnnnn.htm 
Title of company (date). Publisher, database source. Retrieved from source name.

 

Examples: Entries in library databases:
Hoover’s Inc. (2010, February 16). Harley Davidson, Incorporated: In-depth record. Retrieved from ABI Inform.

Company website: 
Qualcomm (2010). FY 2009 4th Quarter Earnings Release. Retrieved from the Qualcomm, Inc. website https://www.qualcomm.com

 

Industry Reports
Example:

Cohen, A. (2017). Department Stores in the U.S Report 45211. IBISWorld Industry. Retrieved from IBISWorld database

First Research (2017). Clothing Storess.  Retreived from Mergent First Research. 


Industry Statistics:
Example: 
U.S. Census Bureau. (2010). Musical instrument and supplies stores NAICS: 45114. Washington DC: Author.
Retrieved August 22, 2016 from the World Wide Web:https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml

 


Data Set (user created): For customized datasets derived from an electronic database.
REFERENCEUSA or data generated from an analytics site or GIS

Example: 
InfoGroup. (2010). Corporate Lodging San Diego Metro Area. Available from ReferenceUSA database.

ESRI. San Diego County Market Potential. 2016. www.communityanalystonline.com. August 25, 2017. 

Encyclopedia, Reference Source or Chapter in a book
See Reference list: other print sources. In Purdue Owl.


Encyclopedia, No author: 
Physical Fitness Products. (2007). In Encyclopedia of American industries. (pp. 671-675). Millerton, NY: Grey House Publications.


Reference work, Author:
Basham, M. (2009). Restaurants. In Standard & Poor's industry surveys. (Vol. 1). New York: Standard &Poor's.


Reference work: Multiple Authors: (authors in order as they appear)
Edell, J. A., & Burke, M. C. (1998). Feelings towards ads. In Bearden, W. O. & Netemeyer, R. G. In Handbook of marketing scales (2nd ed., pp. 283-285). Thousand Oaks: Sage.

 

Legal Citation Formats

See Westlaw or use the Uniform System of Case Citation (Blue Book).

Media--Video
To get the data for this YouTube clip you will need to extract speaker or author name, introductory slide, and other info.

Example: 
CSUSM (2015). Forward Together: The Campaign for California State University San Marcos. https://www.youtube.com/watch?v=g7W1MXQUPFE


Personal Communication  (interview, email, phone call)
APA rules states that you cite your interviews or emails in the text only since they are not retrievable. Include person's name, type of communication, date.    Check with your professor who may also require you to list them in the Works Cited list.


In Text Example:
...  (J. Welch, personal communication, January 21, 2010)
.... Patricia Burns, e-mail message to author, December 15, 2008.


REV 10/13 by Carly Den Hartog CSUSM CoBA
10/17 afiegen

 

 

Need Help?

Ann Fiegen

Librarian for Business & Economics
afiegen@csusm.edu
760-750-4365
Office Location: 
KEL3421
Office Hours: 
Mon & Weds 3--5 or so, Tues & Thurs 10-12 or so; Appointments Preferred

Featured titles:   The Wall Street Journal: Guide to Information Graphics
San Diego Regional Economic Development Council.  San Marcos Profile 2017
Supports the following areas: 
Business, Economics, Management, Marketing, Operations Management, Global Business Management, Finance, Accounting


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