Skip to Main Content

MARK 20100/BASC 20250/MDMK 20100 — Foundations of Marketing (Essig)

Activity

Each learning team (blue, gold, green) is assigned a database search method that will lead you to a specific document. As a group, perform the search method outlined for your group, and discuss the following:

  • What sort of content is available in this database?
  • What is the specific document you found generally about?
  • What do you like and dislike about the database?
  • How could your specific document, or other documents like it, be applied to your Foundations of Marketing assignment?

Be prepared to demonstrate the search process from beginning to end to the class as well as report back the answers to the questions above.

Assignments

Blue Team

  1. Take the following link to the database Mergent Intellect.
  2. In the main search bar, type the name of your company and select the autocomplete option which corresponds with your company.
  3. Navigate to the "annual reports" section of the company's profile page.
  4. Select either a 10-k form or annual report for your company
    • Can you find last year's revenue of your company?

Gold Team

  1. Take the following link to the database Technavio
  2. Start typing online retail into the search bar allowing the autocomplete to offer report suggestions
  3. Select "online retail market in the US by product and device"
  4. Navigate to the 5 forces section of the report
    • What is the forecast of the bargaining power of buyers in 2026?

Green Team

  1. Take the following link to the database IBISWorld
  2. Start typing streaming into the search bar allowing the autocomplete to offer report suggestions
  3. Select the report for Video Streaming in the US
  4. Navigate to the competitive landscape section of the report
    • What is the level of market share concentration in this industry?