Marketing Guide: Basic Marketing Strategy
What these sources offer
Investors will want to know about prospects of their perspective industry.
To get a big picture, start with industry surveys from S&P NetAdvantage.
Use news from industry and trade associations to learn more about product lines within an industry.
Find benchmarks for firms in your industry with ratios and norms compiled by accountants and economists.
Introduction to Marketing Strategy
This guide is designed for student-entrepreneurs and product developers who want to write a business plan.
Business plans typically include:
- an Industry Review summarizing the current status and outlook for an industry or sector
- an evaluation of the Cometitive Environment including potential competitors
- a Market Analysis with information on customer needs & target markets (consumer, b2b, institutional)
Ratios & Norms
All these resources are available in the Knowledge Commons (Level 2) of the Marriott Library
- U.S. Industry Trade & Outlook
Call Number: Call Number: C61.48
- Almanac of Business & Industrial Financial Ratios
Call Number: HF5681 .R25 A4
Highlights financial ratios using tax return information from the IRS. The almanac covers 50 operating and financial ratios for 179 areas of business. Provides performance figures and ratios for 10 years
- Annual Statement Studies Financial Ratio Benchmarks - The Risk Management Association
Call Number: HF5681 .B2 R6
- Industry Norms & Key Business Ratios - Dun & Bradstreet Inc.
Call Number: HF5681 .R25 I525
This annual publication lists industry norms and business ratios for public and privately-owned businesses. The book covers over 800 lines of business. The data is based on balance sheets, income statements and financial ratios.