1. Secondary Marketing Data
2.05
Secondary Marketing Data

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

3. Frequently Accessed Databases
Database: collection of information retrievable through a computer
LexisNexus
Data Resources, Inc.
Dow Jones News
Dialog
The Source
Boone/Kurtz; p164

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

5. Online Service Providers
Search engines
Metasearch engines
Subject directories

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

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

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

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

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

11. 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