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

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Presentation transcript:

2.05 Secondary Marketing Data

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

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

Use of Online Services

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

Online Service Providers Search engines Metasearch engines Subject directories

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

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

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

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

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

Importance of Accuracy

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