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MKT 336: International Marketing: Marketing Plan/4 P's
Secondary/Data Sources
This assignment guide was created to assist students in locating secondary/data sources for course related international marketing group projects.
The fundamental objective of the project is to develop a thorough understanding of the opportunities and challenges involved in developing and marketing products and services for global markets.
The first part of the project involves analyzing a country's geographical, social/cultural, economic, regulatory & political environments as well as technological readiness. The second part of the project concerns the development of a marketing plan for a specific product/service within an assigned country.
The guide focuses on suggested strategies and best places to begin research efforts. For information & assistance in using any of the sources, please contact library staff:
The first part of the project involves analyzing a country's geographical, social/cultural, economic, regulatory & political environments as well as technological readiness. The second part of the project concerns the development of a marketing plan for a specific product/service within an assigned country.
The guide focuses on suggested strategies and best places to begin research efforts. For information & assistance in using any of the sources, please contact library staff:
For specialized assistance, please contact the Business Reference Librarian to set up a consultation appointment:
Marketing Plan Sources (4 P's):
STAT-USA Database/USA Trade Online Database:
The STAT-USA (Globus & NTDB) Database provides access to widely used government publications focused on international trade, country analysis, and economic data.
USA Trade Online is another database available through STAT-USA. It provides US export and import information on more than 18,000 commodities world wide.
The STAT-USA/USA Trade Online Databases are only available in the MCOB & University Library. Please ask the desk staff to sign you in.
After the desk staff signs you in, click on the link to Globus/NTDB.
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Look for the category heading 'Market and Country Research'.
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For country overviews: click on the links to 'Country Commercial Guides' & 'Country Background Notes'.
Note: Economic profiles & 'How to market in a specific country' are covered in 'Country Commercial Guides.'
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To determine how a particular product or industry is progressing in your country: click on the links to 'Industry Sector Analysis Report'--browse by country name, 'International Marketing Insight Reports'--browse by country name, and 'Best Market Reports'--browse by industry topic.
Some of the titles in STAT-USA are available on the Internet:
Background Notes (U.S. Dept. of State) - "Factual publications that provide information on all the countries of the world with which the US has relations. They include facts on the country's land, people, history, government, political conditions, economy, and its relations with other countries and the United States."
CIA World Factbook (Central Intelligence Agency) - The CIA provides users with an excellent concise country overview (map, introduction, geography, people, government, economy, communications, transportation, military, and transnational issues).
Country Commercial Guides - The Country Commercial Guides publication for each country can be obtained through the Export.gov website. Click on the link to the left 'Market Research'; choose the link 'country and industry reports'. You will be asked to register as a Student/Researcher. Once registered, choose the country and report type 'Country Commercial Guides'. *The 'Marketing US Products & Services' chapter in these guides are excellent and provide an overview of how to set up business for that country. *The 'Business Travel' chapter provides cultural and customs information. Other report types include: Industry Sector Analysis, International Market Insight, Multilateral Development Bank Report, Market Research - International, Market Research - Global, Trade Directory and Events.
Exporting & Trade Statistics:
[Information related to the marketing of products/services can be found in trade regulations using the sources listed below.]
A Basic Guide to Exporting (U.S. Department of Commerce) - "A step-by-step guide to the exporting process, from identifying markets and developing an export strategy to doing market research, traveling overseas, finding buyers, and shipping & financing."
Everything International/Market Entry Assistance (Russow/Philadelphia University)
Export.gov - See links to 'Export Basics' and 'Market Research'. Specific sections of the website ask for registration as a Student/Researcher.
Foreign Trade Statistics (U.S. Census Bureau)
International Trade Administration - See links to 'Trade & Industry Data' and 'Market Access & Compliance'.
Trade Information Center TIC 1-800-USA-Trade (U.S. Dept. of Commerce) - This website provides answers to faqs on exporting, country information, export program guides, tariff & tax information, export resources and much more. See the links to 'Export Resources' and 'Statistics'.
Articles/4 P's :
Business Source Premier (EBSCO)
Click on advanced-search at the top and try the various searches listed below:
- In the first search-box enter your company name and use the pull-down menu to select 'company/entity'. In the second search-box, enter the product or brand name.
- In the first search-box, enter the product or brand name as a keyword. In the second search-box, enter either pricing, promotion, or place, etc.
- In the first search-box, enter the brand name as a keyword. In the second-search box, enter the term advertising.
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Last Updated: 1/13/09 DLH
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