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MKTG 374 - Business to Business Marketing   Tags: classes, classes-business  

Last Updated: Sep 26, 2014 URL: Print Guide RSS UpdatesEmail Alerts

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Industry Codes

To use some sources you will need a NAICS or SIC code for your industry.

North American Industry Classification System
The NAIC System assigns numerical codes to industries from two to six digits. Shorter codes represent broader industry sectors. Be sure to read the full description of the NAICS code, as it may include a broader array of products/services than you might assume.

More info on NAICS is available at  NAICS FAQ.


Standard Industrial Classification Manual (at OSHA site)
The SIC system assigns numerical codes to industries from two to four digits. Shorter codes represent broader industry sectors. Be sure to read the full description of the SIC code, as it often includes a broader array of products/services than you might assume.

Create Your Own Lists

  • Dun & Bradstreet Million Dollar Database
    Use the Advanced Search to create lists of companies that meet a combination of specific criteria, such as minimum sales, number of employees, location, industry, employee growth, etc.

    You can generate a list of florists in the 734 telephone area code.

    You can generate a list of automotive manufacturers in Michigan, Ohio, and Indiana that have more than 2 million in sales.

    You can generate a list of companies in Washtenaw County that have over 100 employees.

    The Advanced Search is a little tricky--if you have trouble, ask a librarian for help.
  • DemographicsNow
    Look-up businesses, or create lists. Create reports, graphs, or maps.
    Note: Most company sales figures are computer-modelled estimates (not actual).
    Search Instruction: Tutorials necessary - tutorial center

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Evaluate this Workshop

Help me improve this for future students!

1. Identify the NAICS Code for your Industry

  • North American Industry Classification System - NAICS

    1. You may have to try different words in your search.

    2. Look at the industry description to see if the NAICS code is the best match to your industry. Perhaps one of the cross references is a better match?

    3. Next, try searching a shorter version of the code. Would it be better to use a shorter code for a broader industry segment? Is there a different sub-code that is a better match?

2. Where are the potential B2B customers are in Michigan?

County Business Patterns

1. For today, use the View Data in Tables.

2. Select Michigan and submit (Go!)

3. On the next screen in the Areaname pulldown you can choose the entire state or an individual county - today we will choose any county to start.
   (Change from Michigan to one of the counties.)

4. Choose Detail for Manufacturing to expand the list of NAICS codes starting with 31-33

5. Browse down the list for your code

or use your browser's find on this page search function (Ctrl+F)

6. Scan across the table to see the total number of employees, total payroll amounts, and number of establishments for this industry in the specific county.

7. Use the Compare button to retrieve a table that compares all Michigan counties for this industry.


*Note: In some cases you will see a letter code in a field instead of a payroll number. This is because the Census Bureau will withhold info at this level if there are so few companies in the county that the info would compromise the confidentiality of a specific company.

3. Create a list of prospects & get limited info on them.


1. Enter DemographicsNow (it can take minute for database to load)

3. Choose Businesses/people tab

3. Choose Business Custom Search

4. Use Geography Menu to set your report for companies in Michigan

5. Use Business Type menu to designate your NAICS code

6. Search to get list of companies for that industry on the State of Michigan.
    Know that the sales numbers given here are just estimates, not actual figures.

7. To look for more details on a company (or companies), check the box near the company name and use the details button.
     Use the back button to go back to the list.

8. To see a map of the companies, first "check" all the companies using the box near the header Company Name. Then, use the View on Map button.

    Use the mapping tools to change the look of the map (unchecking Geography Selection and Thematic Layer may make it look better).

    If you want to print your map, use the Export Map function to create a PDF version.

This database is available free to Michigan Citizens via the Michigan Electronic Library at You may want to explore this extremely useful tool that can be used to create statistical tables, company lists, and custom maps.

  • DemographicsNow
    Create demographic or consumer expenditure reports, graphs, and maps. Look-up individuals & businesses, or create lists.
    Subjects: U.S. demographics & projections, consumer expenditure, market segmentation, retail sales potential, companies, consumer lifestyles & attitudes
    Info type: census & consumer expenditure statistics, directory info, Mosaic market segmentation, Simmons consumer data
    Notes: Most company sales figures are computer-modelled estimates (not actual).
    Search Instruction: Tutorials necessary - tutorial center

4. Gather more background info on the industry.

The sources below can be used to gather background info on your industry, such as industry overviews, articles, industry associations, or market share information. Business Insights is also available to Michigan citizens via and Gateway to Associations is a free web site.

  • Business Insights: Global
    The interface is "klunky," so you may need to try searching a few different ways.

    1. Go to Industries tab.

    2. For some it will work to search by NAICS code and for some it will work better to search by keyword.
  • Gateway to Associations
    The American Society of Association Executives sponsors a free directory of associations on their website. Because this directory provides links to association sites, it can lead you to useful sources of industry-specific information.
    You can try keywords in the field labeled "Association name contains:" to find associations for specific industries.

Optional: Use D&B to create a list of prospects & get limited info on them.

Dun & BradStreet Million Dollar Directory

Note: You need to hit the Continue button to get to the search screen, then:

1. Choose Advanced Search

2. First we establish search criteria, then we execute the search. We want to find a list of companies in your industry that are located in Michigan.

    Choose location criteria from left menu.

3. You will have to navigate difficult menus till you have been able to add Michigan to the criteria.

4. Note that the criteria will get listed in the yellow box for current criteria.

5. Repeat steps 2-4 to add the industry to the criteria. (use Industry instead of location)

6. When both criteria are set up, Run Search.

7. This should generate a list of companies. The list could be more than one "page" long.

8. Clicking the company name will get you more information on the company.

Did you find more companies than the number given in County Business Patterns?
This can happen! The Census Bureau counts an establishment only in it's main line of business. D&B often adds multiple NAICS codes to a company record--so you will also get companies where your industry is a secondary concern of the company (such as an auto parts manufacturer that also makes some aircraft parts.)

Business Librarian

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Kate Pittsley
Contact Info
EMU Library, Halle 100-F
COB office, Owen 407

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