MKT 302 Applied Marketing Management & Leadership
Customers - Current and potential
While everyone is theoretically a potential buyer/user, this is not helpful in terms of segmentation. Purchases are made primarily by households with special age groups (Tweens, Teens, Senior Citizens), generational names (Baby Boomer, Gen X, etc), ethnic groups, life stages, and lifestyles. Geographic location, income, occupation, and education levels are often used, too. In some industries there is a category -- early adopters -- which is critical for launching a product.
Check Mintel Academic Reports for the market of the product line, which also includes typical customers. Also check by generational, age and ethnic groups.
Check Passport for any market data or analysis of the market for the product line for any customer information and any demographic information.
Check Polling sources:
Use ABI/Inform to look for more information, especially any areas not covered by the above.
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ABI/INFORM Collection
Access full-text business and economics journals, dissertations, working papers, and key periodicals like "The Economist" and "The Wall Street Journal", along with detailed company and industry reports.
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Mintel Academic Reports
Market research reports on U.S. consumer markets in sectors like beauty, food, health, household goods, retail, technology, travel, and lifestyles.
Requirements: Before using this database you must review and accept the terms and conditions. Click "I agree" to proceed.
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PassportNote: This resource requires ASU authentication while accessing on-campus.
Maximum Concurrent Users: Unlimited
Contains information on key business intelligence on countries, companies, markets and consumers. It is an integrated on-line information system covering over 360 markets and 227 countries including socioeconomic profiles and reports for 850 cities of the world.