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

Market and Customer

Resources on this page provide focus on analyzing various markets and the customer preferences within them. They will often provide insights into the types of products available in broad product categories. They will also provide analysis on consumer preferences at the demographic level for broader product categories. This type of analysis can easily be applied to the more specific products which may be the focus of your marketing plan. These resources may be particularly helpful in the following topic areas for your strategic marketing plan:

  • Product
  • Segmentation
  • Targeting
  • Market Size
  • Place
  • Promotion

 

Mintel

Market research reports that cover a range of consumer product categories. Report sections include data about the market, the consumer, and brands/companies. Reports may be more general than your specific company or product, but the data and demographic information within them are what companies use to generate a marketing strategy.

Sample reports:

  • Sports and Performance Drinks - US - 2023
  • Sustainability and Online Shopping - US - 2022
  • Marketing to Hispanic Millennials - US - 2022

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Statista

Provides access to statistical data from a variety of sources. Functions well when searching by a broad keyword and allowing autocomplete to offer suggestions. In Statista you may find information on a company, the size of a product market, market segmentation in a broad market category, or even income level of potential target demographics by region. Resources in Statista represented by an orange or red icon have multiple data sets in one place, blue icons represent singular datasets.

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Technavio

Provides over 17,000 marketing research reports over 100 industry segments and over 800 niche and emerging technologies.

Sample reports:

  • Organic Food and Beverages Market by Product Type, Distribution Channel and Geography - Forecast and Analysis 2023-2027
  • Fruit-Flavored Soft Drinks Market by Application and Geography - Forecast and Analysis 2022-2026

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Passport

Provides access to market research and consumer reports at an international level. Also provides access to company market profiles for broad industry areas, outlining the market size of a broad industry for a target country. We recommend starting with browsing some of the dropdown options at the top of the database, such as industries or companies, to quickly look at what is available.

Sample reports:

  • Nike Inc in Apparel and Footwear (USA) - Local Company Profile
  • Shein (Roadget Business) in Apparel and Footwear (World) - Global Company Profile
  • Gardening in China - Country Report
  • Local Insights: Breakfast in Kenya