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FALL TERM I 2024• BRAND MANAGEMENT • FSH MKT 3300 • 555

Alison M. Wolfe MBA, MS, PhD, Professor

Gannett-Tripp Library, Elmira College

MKT 2250 – PRINCIPLES OF MARKETING:
Industry Research

Marketing subject page: Library home page à Research à Subject Pages à Marketing

Your class has been assigned to develop a new product within a specific industry. Whether it’s a new chocolate bar,
aromatherapy soap, or a cat toy, you’ll need to research the industry that produces your product.

Where to Start
Use the databases on the Library’s Marketing webpage to find company and industry profiles, as well as news about
industries, companies, and products.

Databases
v Business and Company Resource Center: Search for your product as an “Industry Description Search”.
This will give you a general overview of the industry which your product is part of. Make note of the
SIC and NAICS codes that are referenced for your industry; you can use them to search for that industry
in other business databases.
v Business Source Complete: Contains in-depth profiles of companies and industries, plus market
research reports, trade publications, and product reviews. Especially helpful for SWOT analyses of
companies.
v ABI/INFORM: Focuses on magazines and trade publications. Also includes full-text articles from the
Wall Street Journal.

Industry and Consumer Statistics
1. American FactFinder (http://factfinder.census.gov/home/saff/main.html)
This site, part of the U.S. Census Bureau, contains statistical overviews of specific U.S. industries. Click
“Business and Government” in the left-hand sidebar, then select “Economic Fact Sheet for an Industry.”
You can get more detailed statistics by clicking on “Search” in the toolbar at the top of the home page,
then entering keywords into the search box and visiting the pages in the result list.
2. Statistical Abstract of the United States
The Statistical Abstract contains information on industries, personal expenditures, and much more. The
current year’s edition is available in print (REF HA 202. A2) and online (via the Marketing subject page
or at http://www.census.gov/compendia/ statab/); older print editions are also available in the
Government Documents section (C 3.134: )
3. New York QuickLinks (http://quickfacts.census.gov/qfd/states/36000lk.html)
From the U.S. Census Bureau.

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