Foundations of Marketing BSAD 231 Library resources Rita Campbell, BSAD Liaison Librarian January 26, 2015

Finding information for a marketing plan Current Situation - Macro environment economy Current Situation – Market analysis market size industry structure and strategic groupings Porter 5 forces analysis Current Situation – Consumer Analysis Demographics Psychographics

Oh, the places you’ll go! There is not likely one source that will provide all your information. Where you look may vary depending on the type of information you need. Library databases Industry reports Country reports (economy) Porter 5 forces Consumer behaviour Psychographics Government websites The economy Industry statistics/analysis Demographics Other countries Industry associations Reports Forecasts Statistics Analysis Opinion polls / consumer surveys Consumer behaviour Demographics Psychographics

Usually a good place to start Library website: http://library.stfx.ca BSAD Subject Research Guide Check the tabs

Macro environment - economy Types of information: economic growth rates levels of employment and unemployment costs of raw materials such as energy, petrol and steel interest rates and monetary policies exchange rates and inflation rates

Macro environment - economy

Macro environment - economy Types of information: economic growth rates levels of employment and unemployment costs of raw materials such as energy, petrol and steel interest rates and monetary policies exchange rates and inflation rates It is ok to use Google and the Internet. Be sure to use credible sources. Use recent sources. √ √ √

Current Situation - Market Analysis industry

Current Situation - Market Analysis industry Industry associations may provide market information about their industry. Use Google to search for associations if you don’t find the one you need here.

Current Situation - Market Analysis industry

Current Situation - Market Analysis industry – five forces If you want to find a report with a five forces analysis add the term “five forces” to the second search box. Change the search option in that box to “TX ALL Text”.

Current Situation - Market Analysis demographics

Current Situation - Market Analysis demographics & psychographics

Current Situation - Market Analysis psychographics Useful library databases Business Source Complete ABI/Inform Sage Journals PsychInfo Taylor & Francis Online All can be found under Electronic Resources on the Library website It is not always easy to find this research because there are so many terms used. Try combining your industry/topic with terms such as psychographics lifestyle motivation behavior personality consumer psychology or terms or traits, such as adolescent student senior

On library website, instant message for quick help. Thank you. Remember that you can ask for help! Ask for help at the Reference desk in the library. Reference On library website, instant message for quick help.