ELEMENTS OF A MARKETING PLAN

Library Resources

Elements / Print resources
See catalog / Databases and
web resources / Research tips
Market Research:
Target Market and Marketing Goals / Commercial Atlas & Marketing Guide, Sourcebook of Zip Code Demographics, Lifestyle Market Analyst (CU Business Library), Best Customers, Household Spending, SRDS – Standard Rate and Data Service for advertising resources (fee based) / American Factfinder
factfinder.census.gov;
RefUSA Residential search;
Business Source Premier Market Research Reports, Business and Company Resource Center (advanced search), Google Adwords https://adwords.google.com/ / American Factfinder is extremely detailed. Use sidebar as guide
See SIC/NAICS section below
Market Research:
Competition and Pricing / Book of Lists for Boulder, Denver and Northern Colorado / Business Company Resource Center, Business Source Premier, Valueline (in Library login only). Newsbank for local business articles, Boulder County Business Report (online in library only) Yahoo Finance http://biz.yahoo.com/ic/ / May have to try a number of key terms e.g. cycling or bicycling +
industry + trends or outlook or statistics
See SIC/NAICS section below
Mission, Vision and Value Statement / 101 Mission Statements and other books with samples / Gale Business Plans e-Collection; Mission Statements.com (www.missionstatements.com)
Product or Service / Book of Lists for Boulder, Denver and Northern Colorado, Brands and Their Companies / RefUSA, Business and Company Resource Center (advanced search) / RefUSA -Search by geography, business size, SIC/NAICS etc…
SWOT Analyses / Business Source Premier (see advanced search)
Market Strategies and Public Relations / News Media Yellow Book (for contacts at print news sources);
Public Relations Made Easy and other titles / E-books (eBrary database) accessible from home/office / Search in eBrary for “public relations” and/or “marketing plan” to get a list of good titles.
Budget / RMA Financial Ratio Benchmarks/Annual Statement Studies;
Financial Studies of the Small Business / Bizstats.com (free info not as complete as RMA) / The RMA book shows benchmarks derived from existing statements.
Locate a SIC or NAICS code
SIC – Standard Industrial Classification
NAICS -North American Industrial Classification System / NAICS has replaced the SIC system. NAICS was developed jointly by the U.S., Canada, & Mexico for comparability in business statistics across North America. / RefUSA business search
NAICS codes
www.census.gov/epcd/www/naics.html
Business and Company Resource Center (can browse codes) / Can use RefUSA to locate a business by yellow page or industry heading to get SIC and NAICS codes. *RefUSA adds 2 extra digits that no other entity uses.