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MKTG 321 - Marketing

Assignment Guide

Product Management Team Project

Contents
Assignment Guide Introduction
Assignment #1: Strategic Environmental Monitoring
Assignment #2: Target Market Analysis and Product Programs
Assignment #3: Integrated Marketing Communications Strategy

Assignment Guide Introduction

This guide will assist you in locating library sources for the Product Management Team Project. This assignment guide focuses on suggested library research strategies and sources in order to assist you in completing the team assignments.

Product Manager - Definition - from Dr. Conant

Product Manager - Definition from the American Marketing Association
(Internet resource)

Dictionary of Marketing Terms - From the American Marketing Association
(Internet resource)

Product Lifecycle Management: 21st Century Parading for Product Realisation
(Evans - HF 5415.155 S83 2005)

The Barclay Center Reference Desk staff is available to assist you with your research questions. You can also send questions, or arrange a consultation appointment, via e-mail by contacting your Marketing Subject Specialist - Michael Smith.

Additional resources can be found on the...
The Marketing A-Z Resource Guide

Assignment #1: Strategic Environmental Monitoring

A. Demographic
B. Economic
C. Technological
D. Natural (Environmental)
E. Social/Cultural and Ethical
F. Competitive

A. DEMOGRAPHICS

ELECTRONIC RESOURCES

PRINT RESOURCES

  • Best Customers: Demographics of Consumer Demand
    (Barclay Reference Center - HC 79 .C6 R87 2005)
  • Demographics of the U.S.: Trends and Projections
    (Barclay Reference Center - HB 849.49 .R875 2003)
  • Lifestyle Market Analyst
    (Barclay Reference Center - HF 5415.33 .U6 L54 2005)
  • Statistical Abstract of the United States 2004-2005
    (Barclay Reference Center - HA 202 S73)

B. ECONOMIC

ELECTRONIC RESOURCES

  • Bureau of Economic Analysis
    (Internet resource)
    Provides data and publications for key national, international, and regional aspects of the US economy.
  • Bureau of Labor Statistics
    (Internet resource)
    Links to news and data regarding economic indicators. Time series data is available.
  • FED STATS
    (Internet resource)
    Links to key statistics available from more than 70 U.S. federal government agencies.
  • STAT-USA (Department of Commerce)
    (Internet resource)
    STAT-USA is the site for the U.S. business, economic and trade community providing authoritative information from the federal government. Click on "State of the Nation" for various financial and economic data.
  • Web EC
    (Internet resource)
    The WWW Virtual Library for Economics is a comprehensive site for economics information links.

PRINT RESOURCES

  • American Incomes
    (Barclay Reference Center - HC 110 I5 E87 2005)
  • American Marketplace: Demographics and Spending Patterns
    (Barclay Reference Center - HA 203 .A635)
  • Business Statistics of the United States: Patterns of Economic Change
    (Barclay Reference Center - HC 101 A131222 2005)

C. TECHNOLOGICAL

One of the best ways to scan for emerging technologies within an industry is to search a broad article database. For example you might search "AUTOMOBILE and EMERGING TECHNOLOGY". Searching articles for patent activity might also be helpful.

ELECTRONIC RESOURCES

The following are links to various think tanks and organizations that do "future" research. Look for links to "publications", "papers", or "resources" for valuable material.

D. NATURAL (ENVIRONMENTAL)

One of the best ways to scan for environmental issues within an industry is to search a broad article database. For example you might search "PAPER INDUSTRY and ENVIRONMENTAL ISSUES". You can use terms like "GREEN MARKETING", "ENVIRONMENTAL MARKETING" or "SUSTAINABLE BUSINESS".

ELECTRONIC RESOURCES

PRINT RESOURCES

  • Environment, Information and Consumer Behavior
    (West Campus Library - HF 5413 E578 2005)
  • Green Marketing: Opportunity for innovation
    (Electronic Book - HF 5413 O89 1998eb)
  • Research Alert Yearbook
    (Barclay Reference Center - HQ 2044 .U54 R476)
  • Sustainable Marketing: Managerial-Ecological Issues
    (Evans Library - HF 5413 F85 1999)

E. SOCIAL/CULTURAL and ETHICAL

ELECTRONIC RESOURCES

  • The Edge
    (Internet resource)
    Founded by John Brockman, "the Edge Foundation promotes inquiry into and discussion of intellectual, philosophical, artistic, and literary issues, as well as to work for the intellectual and social achievement of society."
  • Hudson Institute
    (Internet resource)
    "An internationally recognized public policy research organization that forecasts trends and develops solutions for government, business, and the public."  See "links" and "publications."
  • Institute for the Future
    (Internet resource)
    A well-established futures research organization, directed by Paul Saffo.
  • Rand Corporation
    (Internet resource)
  • Social Issues Research Center
    (Internet resource)
  • World Futures Society
    (Internet resource)
    Futurist site with an emphasis on social/cultural trends affecting the marketplace. "A nonprofit educational and scientific organization for people interested in how social and technological developments are shaping the future."  See links to forecasts and quotes for the new millennium.

PRINT RESOURCES

  • 100 Top Trends Shaping Our Future
    (Barclay Resource Center - CB 161 .A112 1999)
  • American Attitudes
    (Barclay Reference Center - HN 90 P8 A527 2005)
  • Ethical Marketing
    (West Campus Library - HF 5415 E796 2005)
  • Macmillan's: The 21st Century (encyclopedia type resource)
    (Barclay Reference Center - CB 161 .A114 1999)
  • Moral Dimensions of Marketing
    (West Campus Library - HF 5414 D38 2002)
  • Research Alert Yearbook
    (Barclay Reference Center - HQ 2044 .U54 R476)
    Excellent source of trends for different markets and products.

F. COMPETITIVE

ELECTRONIC RESOURCES

  • Business & Company Resource Center 
    (TAMU Electronic database)
    Business and Company Resource Center is a fully integrated resource bringing together company profiles, brand information, rankings, investment reports, company histories, chronologies and periodicals. Search this database to find detailed company and industry news and information. The industry profile tab will give you the 'value' of that industry.
  • Annual Report Service
    (Internet resource)
    Source for Annual Reports of U.S. domestic companies.
  • CAROL (Company Annual Reports On-Line)
    (Internet resource)
    Source for Annual Reports of international companies.
  • SWOT Analysis Overview
    (Internet resource)
    Source for Annual Reports of international companies.

PRINT RESOURCES

  • Advertising Ratios & Budgets
    (Barclay Reference Center - HF 5801 A2446)
  • Business Rankings Annual
    (Barclay Reference Center - HG 4050 B88 2004)
  • Dun's Business Rankings
    (Barclay Reference Center - HF 5035 .D8 2004)
  • Global Market Share Planner
    (Barclay Reference Center - HD 2757.15 .G56 2000 v. 1-6)
  • Market Share Reporter
    (Barclay Reference Center - HF 5415.2 M7 2005)
  • Standard & Poor's Industry Surveys
    (Barclay Reference Center Index Tables - HC 106.6 S74)

Team Assignment #2 - Target Market Analysis and Product Programs

A. Market Segmentation and Target Marketing
B. Diagnostic Product Analysis
C. New Product Strategies

A. Market Segmentation and Target Marketing

ELECTRONIC RESOURCES

  • MyBestSegments.com - From Claritas Inc.
    (Internet resource)
    While this site is largly for paying customers, you can find some very interesting free data. Try the ZIP Code Look-up and see which segments Claritas finds are predominate in the area. Click on the Segment Look-up option to see a "snapshot" of all of the segments in the Claritas system.
  • Simmons Survey of Media and Markets - Choices III
    (TAMU Electronic database - Available only in the Barclay Reference Center)
    Interactive tool to develop data tables analyzing American demographics, psychographics, buying patterns, and media consumption habits. Excellent tool for identifying target audiences and the appropriate media to reach them. Requires some orientation. Contact your Marketing Subject Specialist for a short introduction.

PRINT RESOURCES

The following New Strategist publications offer a wealth of information on different consumer segments, and excellent information on their characteristics:

  • American Attitudes
    (Barclay Reference Center - HN 90 P8 A527 2005)
  • Baby Boom: Americans Born 1946 - 1964
    (Barclay Reference Center - HC 5415.33 U6 R877 2004)
  • Generation X: The Young Adult Market
    (Barclay Reference Center - HC 110 .C6 M544 1999)
  • The Millennials Born 1977 to 1994
    (Barclay Reference Center - HQ 796 M4797 2004)
  • Older Americans
    (Barclay Reference Center - HQ 1064 .U5 O435 2004)

B. Diagnostic Product Analysis

ELECTRONIC RESOURCES

PRINT RESOURCES

Reference

  • Encyclopedia of Consumer Brands
    (Print resource located in the Barclay Reference Center - HF 5415.3 .E527)
  • Encyclopedia of Major Marketing Campaigns
    (Print resource located in the Barclay Reference Center - HF 5837 .E53 2000)
    Profiles 500 of the most notable advertising and marketing initiatives of the 20th Century. Covers campaigns that were important for their innovation, for their effectiveness in selling products or services, or for the significance of their companies.
  • Major Marketing Campaigns Annual
    (Print resource located in the Barclay Reference Center - HF 5837 .M356 1999)

Additional Readings

C. New Product Strategy

ELECTRONIC RESOURCES

Zaltman / ZMET Articles

Disruptive Innovation Articles

PRINT RESOURCES

  • Creativity in Product Innovation
    (West Campus Library - HF 5415.15 G598 2002)
  • How Customers Think: Essential Insights into the Mind of the Market (Zaltman)
    (West Campus Library - HF 5415.32 Z35 2003)
  • Product Leadership: Pathways to Profitable Innovation
    (West Campus Library - HF 5415.153 C643 2005)

Assignment #3 - Integrated Marketing Communications Strategy

A. Diagnostic Communications Analysis
B. New Communications Strategies

A. Diagnostic Communications Strategies

ELECTRONIC RESOURCES

Advertisement Sites

  • AdCritic.com
    (TAMU Electronic database - Available only in the Barclay Reference Center)
  • AdFlip.com (print ads)
    (Internet Resource)

Focus Group Materials

PRINT RESOURCES

  • Marketing Communications and the Hierarchy-of-Effects
    (West Campus Library - HF 5415.2 R3)
  • Persuasion in Marketing
    (Electronic Book - HF 5822 O84 2004eb)

Focus Group Materials

  • Beyond Listening: Learning the secret language of focus groups
    (Electronic Book - HF 5415.32 G64 2002eb)
  • Focus Group Research for Marketers
    (West Campus Library - HF 5415.2 C74 2001)
  • Focus Groups: Supporting effective product development
    (West Campus Library - H 61.28 F638 2003)
  • The Focus Group Kit
    (West Campus Library - H 61.28 F63 1998)

B. New Communication Strategies

ELECTRONIC RESOURCES

PRINT RESOURCES

  • Blog Marketing: The revolutionary new way to increase sales, build your brand, and get exceptional results
    (West Campus Library - HF 5415 W82 2006)
  • Buzz: Harness the power of influence and create demand
    (West Campus Library - HF 5823 S19 2003)
  • Connected Marketing: The Viral, Buzz and Word of Mouth Revolution
    (West Campus Library - HF 5415 C547385 2006)
  • Grapevine: The new art of word-of-mouth marketing
    (West Campus Library - HF 5827.95 B35 2005)
  • Viral Marketing: Get your audience to do your marketing for you
    (West Campus Library - HF 5415.1265 G65 2002)

* * * * * * * * * * * * * * * * * * * * * * *

These sources cover the costs and impact of various media:

  • Marketer's Guide to Media
    (Barclay Reference Center - HF 5826.5 .M45 1999)
  • SRDS: TV & Spot Cable Source
    (Barclay Reference Center - HF 5905 .S745)
  • Editor & Publisher Market Guide
    (Barclay Reference Center - HF 5905 .E38 1999)
  • Standard Rate & Data Service (SRDS)
    (Barclay Reference Center)
      This service offers separate directories giving advertising rates, specifications, and circulation for publications, broadcast stations, and a variety of other media:
      • Business Publication Advertising Source - HF 5905 S723
      • Consumer Magazine & Agri-Media Source - HF 5905 .S725
      • Direct Mail List Rates & Data - HF 5905 .S7832
      • Newspaper Rates & Data - HF 5905 .S73
      • Print Media Production Data - HF 5905 .P7
      • Radio Advertising Source - HF 5905 .S74
      • TV & Spot Cable Source - HF 5905 .S745
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