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  • Marketing 304/ Keyani: Company Research, Financials, SWOT, and Industry Codes | Oviatt Library
    Industry Codes Citations Plagiarism Data Market Segmentation Share Marketing resources Company Industry Research Databases There are several databases that will allow you to perform company and industry research The video tutorials below will show you how do this research Even though the tutorials point to a particular type of research there are many categories in the databases from which to choose from As you do your research pay attention to the other categories on the pages I suggest looking at all periodicals news magazines trade publications and academic journals which you will find in ABI Inform Complete Business Source Premier General OneFile and LexisNexis IbisWorld will give you insight to your industry s performance and analysis Business Resources Videos Company and Industry Research includes finding a SWOT analysis Finding Industry Codes SIC and NAICS Finding Company or Industry Financial Information Access Databases from Off Campus Only current CSUN students faculty and staff can access our databases from off campus To access the databases from off campus click the name of the database You will then see a screen asking you to log in using your CSUN User ID and password the same ID and password you use to log in to the portal For more information see Accessing Library Resources from Off Campus and the Library s Copyright Statement in particular the Appropriate Use of Oviatt Library s Electronic Resources section Charissa Jefferson Business and Data Librarian Contact Information Office phone 818 677 6390 charissa jefferson csun edu Related Guides Subject Guides Business Resources Data Faculty Resources Federal Tax Law Research Guide Finding Statistics by Zip Code Government Information Business Economics and Labor International Business Resources Los Angeles Government Sources Research Guide Business Law San Fernando Valley Statistics and Facts Pages 1 2 next last Course Guides Consumer Demographics Demographics

    Original URL path: http://library.csun.edu/guides/MKT304Keyani (2016-02-17)
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  • Marketing 304/Heisley: Assignment | Oviatt Library
    that in the absence of defensive marketing action may lead to a decline in sales and or profits Threats should be classified according to their seriousness and probability of occurrence as follows a Major threats Identify threats that can seriously hurt the client and that have a high probability of occurrence NOTE the marketing strategy sections should specifically address these issues Develop objectives and strategy action programs to prevent the threats from fully materializing and to cope with them if they do b Potential threats Identify unfavorable trends or developments you perceive either as serious or as having a high probability of fully materializing but not both These do not need to be addressed in the strategy section but alert the client to them so they can be monitored c Minor threats Identify other threats that are not very serious and have a low probability of fully developing These do not need to be specifically addressed in the marketing strategy sections However the client should be made aware of them Now that the Situation Analysis is complete move on to the next part of the paper to provide the market product focus and goal setting based upon the research and analysis The most important common mistake that occurs is a failure to make the logical connection between the analysis and the recommendations Remember the only reason to do research is to provide a basis for managerial recommendations Make certain that all recommendations are supported by the research III Market product Focus Goal Setting Provide support and rationale for these decisions Segmentation Target Markets Growth Strategy and Value Proposition 1 Market segmentation Identify the most appropriate bases for segmenting the market and define relevant market segments At a minimum most segmentation strategies consider geographic and demographic segments Further psychographic lifestyle segmentation and one or more types of behavioral segmentation e g benefits sought usage occasions etc are usually useful Justify your choice of segmentation bases If you recommend segmenting the market on the basis of demographics e g age and gender and usage occasions explain why Then segment the market defining the relevant segments you believe to exist e g the various age gender segments the various usage occasion segments 2 Target market s Based on the above segmentation analysis and any further insights provided by the secondary and or primary research identify the best most logical and most promising target market s Are the benefits sought in each target homogeneous Are the targets measurable accessible substantial differentiable and actionable What is the market potential for these targets 3 Market product grid and growth strategy Provide a market product grid for the industry There are two forms this can take and you should do both unless they are so similar that one works The first kind is Ansoff s 1957 HBR diversification grid with the four quadrants of the old new and product market e g penetration diversification etc The second kind lists all products or product categories and all markets and indicates which product market cells the company will focus on Where is the client currently on the grid s Which growth strategy do you recommend and why market penetration product development market development or diversification Justify the recommendation based on such considerations as the current marketing situation client s resources stage in the product life cycle etc 4 Value Proposition Provide a clear and simple statement of your recommendation for target market s the benefits of the offering s and the strategic not specific price review value proposition lecture Relate your recommendation to Porter s three generic business strategies Positioning Strategy The positioning strategy captures how you want target consumers to view the client s offering s relative to the competition on benefits that are important to the target s It locates the value proposition within the competitive environment and communicates recommended points of difference The positioning strategy should differentiate the product service so as to own a clear distinctive and desirable place in the minds of target customers Provide two positioning maps that communicate your strategy Set Market and Product Goals Based upon the situation analysis and segmentation targeting and positioning strategy recommend specific and realistic marketing objectives goals for the client Most businesses pursue several objectives simultaneously including profitability goals sales growth goals market expansion market share improvement risk containment technological or service leadership etc Objectives should be arranged hierarchically from the most important to the least important stated as specifically as possible e g sales volume within a specifically defined market stated in quantitative measurable terms whenever possible and include a time frame For example rather than stating increase market share state something like increase market share to 5 within the next twelve months realistic based on the situation analysis and internally consistent with the strategy recommendations For example it is unrealistic to expect profits to increase significantly in the short term if you advise your client to invest heavily in promotion to build awareness and market share IV Marketing Mix Plan strategy action programs for each element of the marketing mix It is essential that the marketing mix recommendations be consistent with the current marketing situation SWOT analysis Further the marketing mix must support the recommendations regarding objectives target market s and positioning Use primary and secondary research and marketing theory to guide the strategy Product Describe recommendations with regard to the product Describe the product and its features and attributes Discuss product design improvements product augmentation and support services branding brand name packaging labeling building and protecting brand equity possible line extensions etc as appropriate for the client Be as specific and detailed as possible in developing the recommendations Pricing Recommend an overall pricing strategy consistent with the recommended objectives target market positioning and product strategy and develop a specific suggested price The overall strategy should derive from an analysis of customer perceptions competitor pricing and estimated costs Use secondary and primary research to justify the recommendations Describe the cost structure and resulting profit

    Original URL path: http://library.csun.edu/guides/MKT304Heisley (2016-02-17)
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  • Marketing 346: Market Research: Overview of Resources | Oviatt Library
    From the U S Census Censuses Topic Guide A guide from the Center for Research Libraries CRL highlighting their collection of census information FreeDemographics Demographic data market insights interactive maps detailed summary and comparison reports and fast access to U S Census data sorted by geographies and demographic characteristics Historic Census Reports Census of Population and Housing from the Decennial Census 1790 2010 Historical Census Browser From the University of Virginia Library has data sets on state and county level topics for individual census years 1790 1960 including demographics on slave population and generate maps on selected data Historical Statistics of the United States Colonial Times to 1970 Measuring America The Decennial Censuses from 1790 to 2000 This report includes the census questionnaire and instructions for each census and individual census histories are also provided National Historical Geographic Information System NHGIS Database of census data 1790 present Demographic Socio Statistics 2010 Census Downloadable Files 2010 census data available for users who want to downl oad the set of detailed tables for all of the geographies within a state and run their own analysis and rankings American Religion Data Archive ARDA Includes data on churches and church membership religious professionals and religious groups individuals congregations and denominations California Department of Finance Demographic Research Unit California s primary and most comprehensive source for economic and demographic data tracking the trends of the State of California its businesses and people Child Welfare These resources provide State and national statistics on child and family well being indicators such as health child care education income and marriage China Data Online Provided by the University of Michigan access is limited to one user at a time Available in both Chinese and English Includes yearly macro economic statistics monthly macro economic statistics and historical statistics 1949 from China Current Population Survey CPS Primary source of labor force statistics for the population of the United States Data gov Public access to high value machine readable datasets generated by the Executive Branch of the Federal Government DataLA Open data portal for the city of Los Angeles DataPlace org Create thematic maps based on data from the US Census demographic economic housing and social characteristics etc Disability Statistics Major statistical data sources on disability Enron e mail corpus Database of over 600 000 emails generated by 158 employees of the Enron Corporation and acquired by the Federal Energy Regulatory Commission during its investigation after the company s collapse Fedstats Provide access to official statistical information available to the public from the Federal Government Covers over 100 U S Federal agencies General Social Survey GSS A standard core of demographic behavioral and attitudinal questions plus topics of special interest that has tracked the opinions of Americans over the last four decades Human Development Report UNDP Data related to development literacy health poverty income inequality climate change crime population and more ICPSR Archive Contains useful datasets for political and social research Download options include ASCII ASCII SAS SPSS Stata Note Creating a

    Original URL path: http://library.csun.edu/guides/MKT346 (2016-02-17)
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  • Marketing 348 Consumer Behavior: Overview | Oviatt Library
    Building and Floor Maps Policies WASC Information Ask a Librarian Live Chat 24 7 Text a Librarian Reference Desk Subject Specialists Marketing 348 Consumer Behavior Overview Overview Citations Consumer and Population Data Evaluating resources Finding Articles Finding Books Journals in Marketing New Creative Media Studio at Oviatt Library Creative Media Studio use 27 iMacs Apple software Adobe Creative Collection borrow tablets camera s and recorders for your marketing projects CSUN Writing Center If you need more help check out the Writing Center s Writing Lab Ask a Librarian At reference desk most hours the library is open 818 677 2285 http library csun edu AskUs Charissa Jefferson Business and Data Librarian Contact Information Office phone 818 677 6390 charissa jefferson csun edu Related Guides Subject Guides Business Resources Data Faculty Resources Federal Tax Law Research Guide Finding Statistics by Zip Code Government Information Business Economics and Labor International Business Resources Los Angeles Government Sources Research Guide Business Law San Fernando Valley Statistics and Facts Pages 1 2 next last Course Guides Consumer Demographics Demographics for business marketing Economics 308 Economics 310 Bennington English 306 Graduate Busines Marketing 640 Graduate Business 600 Information Systems 312 Sharbaf Information Systems 335 Sharbaf Information

    Original URL path: http://library.csun.edu/guides/MKT348 (2016-02-17)
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  • Mass Media Analysis and Criticism: Overview | Oviatt Library
    About Mission Vision and Values Visitor Information Personnel Departments Strategic Planning Library History and Facts Building and Floor Maps Policies WASC Information Ask a Librarian Live Chat 24 7 Text a Librarian Reference Desk Subject Specialists Mass Media Analysis and Criticism Overview Overview Primary News Sources Secondary Critical Sources Find Books Media Mass Comm Reference Stats Business Government Law Media Web Sites Theses Dissertations Internet Lit Reviews Citing Your Sources The following resources will help CSUN Mass Communication graduate students taking MCOM 620 and 630 identify newspapers and other primary news sources for analysis of media performance research and secondary sources such as scholarly journals articles and books for locating media criticism Additional strategies and resources are listed on the Mass Communication Research Resources and related Journalism subject guides Isabelle Ramos Reference Instruction Librarian Contact Information Oviatt Library 449B 818 677 4887 isabelle ramos csun edu Related Guides Subject Guides Diversity and the Media Library Internet Resources Journalism Research Resources Mass Communication Research Resources News Reporting Writing Research Resources Public Relations Research Resources Spanish Language Media Course Guides Freedom of the Press History of the American Media J340 Principles of Public Relations Digital Collections Pins Cited at the Oviatt Exploring

    Original URL path: http://library.csun.edu/guides/MediaCrit (2016-02-17)
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  • ME 101 - Mechanical Engineering: Overview | Oviatt Library
    HISTORY OF MECHANICAL ENGINEERING Distinguished figures in mechanism and machine science their contributions and legacies TJ139 D57 2007 Floor 4 Landmarks in mechanical engineering TJ23 L35 1997 stored print volume Landmarks in mechanical engineering electronic book A history of mechanical engineering TJ15 B85 1965 stored print volume Engineering heritage highlights from the history of mechanical engineering TJ15 I5 stored print volumes Remarkable engineers from Riquet to Shannon TA 139 J36 2010 Floor 4 JOURNALS ASME International Journals provides full text access to journals in mechanical engineering published by ASME from 1990 Advances in mechanical engineering a peer reviewed open access journal that publishes original research articles and review articles in all areas of mechanical engineering The open mechanical engineering journal an open access online journal which publishes research articles reviews and letters in all areas of mechanical engineering You can search the library catalog by Journal title by selecting the Journals tab The Oviatt Library subscribes to over 2 100 print and over 57 000 online periodicals which include research journals magazines and newspapers Select the optional checkbox to search electronic periodicals only NOTE The Library catalog offers title searching for periodicals but not for specific articles For access to periodical articles search the databases listed on the Library s Databases by Subject page PROFESSIONAL ASSOCIATIONS American Society of Mechanical Engineers ASME The Institution of Engineering and Technology IET Institution of Mechanical Engineers IMechE Doris Small Helfer Chair Collection Access and Management Services Contact Information University Library 8328 18111 Nordhoff St Northridge CA 91330 8328 Office Oviatt Library Room 468 Phone number 818 677 2562 Fax 818 677 4928 E mail doris helfer csun edu Related Guides Subject Guides Electrical and Computer Engineering Course Guides CE 101 Civil Engineering ECE 101 Electrical and Computer Engineering ME 485 Environmental Engineering ME

    Original URL path: http://library.csun.edu/Guides/ME101 (2016-02-17)
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  • ME 485 - Environmental Engineering: Selecting a Topic | Oviatt Library
    193 5 Pollution TD201 500 Water supply for domestic and industrial purposes TD419 428 Water pollution TD429 5 480 7 Water purification Water treatment and conditioning Saline water conversion TD480 92 493 Water distribution systems TD657 Urban run off TD511 780 Sewage collection and disposal systems TD783 812 5 Municipal refuse Solid wastes TD878 894 Special types of environment including soil pollution air pollution and noise pollution TD895 899 Industrial factory sanitation TD896 899 Industrial and factory wastes TD920 934 Rural and farm sanitary engineering TD940 949 Low temperature sanitary engineering TD1020 1066 Hazardous substances and their disposal TH6014 6081 Environmental engineering buildings Sanitary engineering of buildings TP155 156 Environmental chemistry ANNUAL REVIEWS Annual Review of Environment and Resources Full text 2003 present JOURNALS The open environmental engineering journal an Open Access online journal which publishes original research articles short articles and review articles in all areas of environmental engineering The open waste management journal an Open Access online journal which publishes original full length short research articles letters and reviews on all areas of industrial waste management and waste technology research You can search the library catalog by Journal title by selecting the Journals tab The Oviatt Library subscribes to over 2 300 print and over 53 000 online periodicals which include research journals magazines and newspapers Select the optional checkbox to search electronic periodicals only NOTE The Library catalog offers title searching for periodicals but not for specific articles For access to periodical articles search the databases listed on the Library s Databases by Subject page PROFESSIONAL ASSOCIATIONS Air and Waste Management Association A WMA American Academy of Environmental Engineers AAEE American Public Works Association APWA American Society of Agricultural and Biological Engineers ASABE American Society for Engineering Education ASEE American Water Works Association AWWA Association of Environmental

    Original URL path: http://library.csun.edu/Guides/ME485 (2016-02-17)
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  • ME 496ALT - Alternative Energy: Selecting a Topic | Oviatt Library
    Floor Maps Policies WASC Information Ask a Librarian Live Chat 24 7 Text a Librarian Reference Desk Subject Specialists ME 496ALT Alternative Energy Selecting a Topic Selecting a Topic Finding Sources Evaluating Sources Citing Sources PROFESSIONAL ASSOCIATIONS American Wind Energy Association AWEA Electricity Storage Association ESA Alternative Energy News more at alternative energy news info Javascript is unavailable in your browser the RSS Feed in this block can be found at http feeds aenews info AlternativeEnergyTechnology Offshore Wind News more at offshoreWIND biz Javascript is unavailable in your browser the RSS Feed in this block can be found at http feeds feedburner com OffshoreWindNews Doris Small Helfer Chair Collection Access and Management Services Contact Information University Library 8328 18111 Nordhoff St Northridge CA 91330 8328 Office Oviatt Library Room 468 Phone number 818 677 2562 Fax 818 677 4928 E mail doris helfer csun edu Related Guides Subject Guides Electrical and Computer Engineering Course Guides CE 101 Civil Engineering ECE 101 Electrical and Computer Engineering ME 101 Mechanical Engineering ME 485 Environmental Engineering ME 675A Conduction and Radiation Heat Transfer ME 675B Convection Heat and Mass Transfer MSE 101 Manufacturing Systems Engineering MSE 227 Engineering Materials Research Strategies Getting Started

    Original URL path: http://library.csun.edu/Guides/ME496ALT (2016-02-17)
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