1. 2.05 Secondary Marketing Data

2. Internet as Source of Secondary Info Government statistics (Census Bureau) SEM information studies Trade associations Journals/periodicals

3. Frequently Accessed Databases Database: collection of information retrievable through a computer LexisNexus Data Resources, Inc. Dow Jones News Dialog The Source

4. Use of Online Services

5. Pros/Cons of Databases Pros Lot of information Easily searchable Cons Info can be overwhelming May not know what to look for

6. Online Service Providers Search engines Metasearch engines Subject directories

7. Steps to Develop Search Strategy Analyze the topic Pick a starting place Vary your approach Don't get bogged down

8. Techniques for Monitoring Internal Records Keep records: receipts, contracts, payroll Regular reporting Audit records

9. Internal Records Invoices: customer profiles Accounts receivable: profit margins Quarterly sales reports: sales territories Sales activity reports: salesperson tactics Comment cards: customer satisfaction

10. Guidelines for Monitoring Internal Records what records to monitor who will monitor them how often they will be monitored Analyze product performance

11. Ways to Use a Competitor Database Note competitors’ advertising media Note competitors’ customers Note competitors’ price lists Find trends in competitors’ business activity

12. Importance of Accuracy

13. Components of Competitor Database monitoring the press and journals for article, press releases and job openings monitoring and collecting promotional materials monitoring for company reports and analyst reports monitoring patents maintaining regular searches and reports on the Internet