Marketing Information Sources

Reference Services Review - Tập 4 Số 3 - Trang 87-91 - 1976
M.Balachandran1
1Asst. Commerce Librarian (Reference) and Asst. Professor, Library Administration, Commerce Library, University of Illinois at Urbana‐Champaign

Tóm tắt

People concerned with marketing and product management, sales merchandising, advertising and market research make use of a variety of demographic and socioeconomic information available on a national, regional, state, and local level. The quantitative market indicators include population, households, income and industrial and retail sales, while qualitative data is provided by specific categories such as percentage of households by gross income classes or the various components of the population like age, race, sex and marital status. There are other indicators like the index of sales to disposable income which measures the selling power in a given area by comparing the volume of retail sales transacted by the retail stores in the area with the income or the buying power of the area residents. The buying power index measures a given market's ability to buy, expressed as a percentage of the national potential. The effective buying income is a bulk measurement of the market potential. It indicates the general ability to buy and facilitates comparison, selection and grouping of markets on that basis. Another useful marketing technique, called input‐output analysis or inter‐industry analysis, studies changes in the demand for or supply of a given industry's products as it affects all other industries. By analyzing the demand for the factors of production‐input one can arrive at the interrelationships between on industry's output and the goods needed to achieve a given volume of production. All these characteristics of markets and measurable marketing components are set forth cogently in a federal document entitled Measuring Markets. Briefly listed below are some of major uses of various types of marketing information: defining market potential, evaluation of sales performance, determination of distribution trends, development of product demand indices, selection of markets, mapping of sales territories, setting of quotas, routing sales force, allocation of advertising dollars, selection of new product test markets, location of high income concentrations, tracing population shifts and forecasting regional and national sales.

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Tài liệu tham khảo

Some, 1975, Mail Order Business Directory

Documents U.S., Monthly Catalog of U

Trade, 1985, For instance

Sales Builders Regional, a division of Sales Management

American Gas Association

Using, we may mention the statistical reports on production, sales and registration of new passenger and commercial vehicles available from R

University of Michigan., Survey of Consumers

University of Michigan., Index of Consumer Sentiment

Daniel Starch Inc., 1970, Profile of U.S. Consumer Market Segments

Fairchild Books Inc. Consumer Market Developments. New York, 1976. This provides key data available on the general economic outlook including trends in income, consumer expenditures, retail sales, price fluctuations, population mobility, etc.

News U.S., 1976, D. C.

News U.S., 1976, D. C.

Earl G. Graves Marketing & Research Inc., 1974, The Black Consumer Index

News U.S., 1976, D. C.

Market Research Corporation of America., National Household Menu Census

See, International Business Register. Bottin International

World Trade Academy Press Inc., 1975, International Reference Handbook of Marketing Management & Advertising Organizations, 5

Some of the leading publications of the Commerce Department's Bureau of International Commerce include, Global Market Surveys

Ltd Euromonitor Publications, European Marketing Data & Statistics

Ltd Euromonitor Publications, 1976, Retail Trade Europe, 1

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Reference Services Review

Tập 4 Số 3

87-91

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