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MGCR 352 Principles of Marketing

Resources for your class from the library.

Section 1 - Introduce Your Product

When deciding what type of product to introduce or how it might fit into an existing market, you can use some of the resources below to review trends and get inspired.

Section 2: Consumer Profile

Using the resources below, find detailed consumer behaviour characteristics about your potential customers, and information about your market segmentation and target market to your marketing plans.

See also: Consumer Research guide

Section 3a: Market Profile Analysis

Use the databases below to help build a profile for your industry and market. The data in these reports will help you determine the size of your market, its growth rates and future potential, trends and forecasts, barriers to entry, and threats to the market.

- Use reports from multiple databases to get a complete picture of an industry.
- If you can't find a report for the Canadian market, look for a US report and determine if the information there could be applied to the Canadian context.

Section 3b: Market Competitor Analysis

Use the industry and market resources below to find information on competitors, such as: 

  • Names of brands/companies that are direct and indirect competitors;
  • Market shares of competitors;
  • Details about the industry

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