MKT 113 - Introduction to Marketing
This guide organizes library resources to help in identifying companies, locating data, and understanding the techniques, involved with identifying customer requirements and satisfying them by providing customers with appropriate products.
Demographics and Markets
Databases
- SRDS Media Planning Platform This link opens in a new windowThe leading provider of media rates and data. Library subscribes to: Business Publication Advertising Source; Consumer Magazine Advertising Source; Direct Marketing List Source; Newspaper Advertising Source; Radio Advertising Source; TV and Cable Source; and Interactive Advertising Source. Access Note: The database has a concurrent user limit. If you can't access SRDS please try again later. The Claritas 360 Platform can only be accessed via the latest 2 versions of Google Chrome.
- EASI Analytic Software: The Right Site This link opens in a new windowDemographic and market analysis reports. To access: Email ask@snhu.libanswers.com for username and password, please provide your student ID number.
- MarketLine (Explorer) This link opens in a new windowQuality business reports including company profiles, market reports, industry outlooks and country economic and demographic conditions. To access data click "Explorer" under Cross Industry Intelligence Center.
- Mintel Academic This link opens in a new windowMintel offers market research reports covering US and International marketplaces. Each report combines data & analysis of the competitive landscape, market-share analysis and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market
Web Resources
- US Census BureauThe homepage of the US Census bureau is a portal to a wide range of demographic databases offering information on population, household activity and consumer spending.
- Bureau of Labor StatisticsThe BLS keeps and provides statistics on employment and unemployment and compensation among other topics. They also publish the excellent Occupational Outlook Handbook, which summarizes working conditions, pay, and training required for a wide range of occupations
- State and County QuickfactsEasy to use website from the US Census Bureau. Provides comparative data for each state and county for 33 categories divided into three groups: Population, Business & Geography.
Reference Books and Periodicals
Market Share Reporter 2020 by Call Number: Available OnlineISBN: 9781410382146Publication Date: 2020
Older Americans: A Changing Market by Call Number: Available OnlineISBN: 9781937737085Publication Date: 2012-06-15
